Yahoo finally giving its European search advertisers to Microsoft

Almost three years after they agreed a search alliance, Microsoft and Yahoo are finally making it happen in Europe.

The pair have transitioned Yahoo search advertising customers to Microsoft’s adCenter platform in the UK, France and Ireland, letting them buy campaigns on both services through a single gateway.

Next up will be Germany, Austria and Switzerland, beginning this May.

Microsoft and Yahoo in July 2009 struck a 10-year deal in which Microsoft’s Bing would power Yahoo search and search advertising.

Clearance was obtained in February 2010. Search results themselves transitioned in August 2011. The advertising switch had already become active in North America and India.

Google commands an overwhelming 90 percent of UK searches, according to Hitwise. Google made $1.15 billion in revenue in the UK during Q1.