With Microsoft and Yahoo not being exclusive any longer, Yahoo and Google merger as search partners could be a possibility as the former explores association opportunities with Google.

According to reports on Engadget, technology company Yahoo is using Google to power its search engine results as well as ads. This has been possible as Yahoo is testing search partnership with Google. However, as of now, the project is in a nascent stage and tapping only selected mobile, as well as desktop, users. The report points out that Yahoo is currently using Google ads in small numbers only as a response to certain queries raised through mobile or desktop browsers. The partnership has now become possible as Yahoo is no longer constrained to being an exclusive search engine. This leaves the company free to partner with others in order to improve its search engine usability. The news was also confirmed by the Yahoo team when the New York Times approached them for comments.

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But, they refused to give details on the extent of the partnership calling it simply an attempt to improve the search engine experience for its users. Previously, Yahoo and Microsoft were bound by their partnership rules wherein all of Yahoo search results were powered by Bing. However, recently, the two companies met to revise this ten year agreement which has now empowered Yahoo to display search engine results from other for up to 49 percent. Tech analysts are also expecting that the two brands will formally split by October, given the way things are progressing for Yahoo.

Another report on New York Times blog says that Marissa Mayer, Yahoo's chief executive, was formerly associated to Google and was responsible for developing the search products. As she joined Yahoo, she made it clear that her focus would be on developing new search products rather than going back to Google for help. However, the testing phase of this project clearly indicates otherwise.

Previously also, Mayer has talked openly about the idea of integrating Yahoo's search with other third party browsers for better reach. These include Mozilla's Firefox web browser and Oracle's Java software. 

Tagsgoogle search yahoo, google and yahoo merger, Yahoo Search