The once-dominant internet firm, Yahoo, has announced a "contextual advertising" deal with search engine giant Google.
The aforementioned form of advertising is based on targeted ads; online advertisements displayed on Yahoo's digital properties will now better relate to what the user is viewing, in addition to previous search and content patterns. Such ads will be offered through Google's AdSense for Content and AdMob services.
Yahoo stressed that although the deal is a global one, it's also a "nonexclusive" agreement. It means that the former could agree to similar deals in the future.
"By adding Google to our list of world-class contextual ads partners, we'll be able to expand our network, which means we can serve users with ads that are even more meaningful," Yahoo said.
"For our users, there won't be a noticeable difference in how or where ads appear. More options simply mean greater flexibility. We look forward to working with all of our contextual ads partners to ensure we're delivering the right ad to the right user at the right time."
Google also recently announced a deal to acquire e-commerce firm, Channel Intelligence, for $125 million.