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Yahoo and Microsoft complete search transition in US and Canada

The alliance allows advertisers to reach a combined audience of 163 million searchers in the US.

Microsoft and Yahoo have completed their search transition in the US and Canada, the companies announced on Wednesday.

"As of today, AdCenter powers 100 per cent of paid search advertisements on both Bing and Yahoo, partner sites and publisher networks in the US and Canada," the companies said in a joint statement.

Microsoft AdCenter, a division of the Microsoft Network (MSN) responsible for MSN's advertising services, provides pay per click advertisements.

The search alliance reportedly allows advertisers to reach a combined audience of 163 million searchers in the US and 15 million searchers in Canada via Bing and Yahoo, saving time and simplifying their campaigns, according to a report on WebProNews.

"The transition comes after months of testing and collaboration between Yahoo! and Microsoft, with strict attention being paid to protecting the quality of experience for publishers and advertisers during the upcoming holiday season," the companies added.