Yahoo reportedly wants out of a deal that ties its search services to Microsoft. According to Re/code post, Yahoo CEO Mayer is pushing two new initiatives called “Fast Break” and “Curveball” that could position Yahoo once again as a player in Web search and the lucrative search-advertising market that accompanies it.
It has been thus since former CEO Carol Bartz got Yahoo out of the search technology business in 2009, in favor of the Microsoft deal that was called the Yahoo & Microsoft Search Alliance. Under the 10-year agreement, Microsoft’s Bing search engine provides the search technology on Yahoo, as well as the search-advertising technology.
If Yahoo decides to create their own search engine, it’s very likely they would first start with English before expanding it to any other languages, making a Microsoft deal for those search results crucial. Yet it’s not clear how merely taking back control of its own search product will help Yahoo turn around its shrinking market share.