Microsoft to Display Baidu Paid Search Results

Microsoft will display paid search listings from Baidu.com among the search results of certain Microsoft websites, the companies announced on Thursday.

Baidu, which operates China’s most popular search engine, will have paid search listings on MSN, Windows Live and other partner websites in China.

Baidu battles Google in China, although not necessarily in the same areas. Baidu goes head to head with Google in search and has the biggest share of China’s search market, but its reach is limited by its focus on Chinese-language searching. It has attempted to compete against its rivals through deals with major international players.

In October, Viacom’s MTV Networks and Nickelodeon said they will make 15,000 hours of their content available in China via Baidu website. That included both English- and Chinese-language programs, including Nickelodeon’s Sponge Bob Square Pants and MTV’s Pimp My Ride, along with programs produced locally for Chinese audiences. Viacom does, however, have similar arrangements with Google and AOL.

Financial terms of the deal with Microsoft were not disclosed.

-Steven Schwankert, IDG News Service (Beijing Bureau)

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