Since Yahoo announced in October 2015 that it had struck a new search ad deal with Google, advertisers and analysts have been left to wonder if or when the agreement would lead to any meaningful changes in the search advertising landscape. Keen-eyed marketers had spotted Google ads serving on Yahoo even in the months before the official announcement, but until recently, these tests (including a new Product Listing Ad (PLA) format) appeared to have remained very limited. Merkle data now suggests that Yahoo began significantly ramping up its use of Google Shopping Ads (aka PLAs) as early as the end of March.
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