Search Alliance Begins First AdCenter Testing In Europe

Microsoft adCenter ads are soon coming to Yahoo pages in France, Ireland and the United Kingdom, Microsoft announced today.

The first testing for the roll-out will commence mid-January and may involve up to 10% of Yahoo’s traffic in these geographies. Microsoft suggests advertisers closely monitor campaigns and be prepared to increase budgets if they’re more than 80% depleted. Testing and adjustments will continue until the companies are ready for a full roll-out, which is expected to be in the second quarter.

North American advertisers and publishers were transitioned to adCenter in 2010 and a new combined search marketplace was launched in India last September. In November, Microsoft said it was ready to begin expanding to Europe.

The algorithmic change — having Bing organic results serving on Yahoo properties — was accomplished (except for in Korea) last year.