Software giant Microsoft and foundering search engine Yahoo have amended a 2009 search partnership, so that Yahoo has more control over how search results are displayed on desktops and mobile devices.
The 10-year search partnership, crafted by former Microsoft CEO Steve Ballmer and former Yahoo CEO Carol Bartz, allowed the companies to amend or terminate it after five years.
Under the old rules Microsoft controlled how Bing displayed search results on Yahoo websites accessed on PCs.
Microsoft will now own the ads delivered from its own Bing Ads platform.
Yahoo was responsible for sales for Bing search ads.
Microsoft and Yahoo plan to transition sales responsibilities starting this summer.
Originally, the deal also included a revenue-sharing agreement where Microsoft paid Yahoo a percentage of Bing ads revenue delivered from Yahoo searches. This structure would remain intact, the companies said.