MUMBAI: Internet giants Yahoo and Google have inked an agreement to have the latter serve up advertising on some Yahoo websites.

According to the deal, Google can display contextual ads on Yahoo properties. Contextual ads are display ads which are related to the text featured on a website and are placed on the same page.

Yahoo said it has recently signed a nonexclusive agreement that will have Google displaying ads on unspecified Yahoo Web properties "and certain co-branded sites" using the latter‘s ad programmes for both traditional computers and mobile devices.

The financial details of the partnership were not disclosed but it was revealed that the ads will be displayed using Google‘s AdSense and AdMob services. It was also clarified by Yahoo that Google will be just one of its contextual ads partners.

Yahoo further said, "By adding Google to our list of world-class contextual ads partners, we‘ll be able to expand our network, which means we can serve users with ads that are even more meaningful."

The two internet biggies have been competitors in the market for online search advertising. Yahoo has also formed a partnership with Microsoft Corp so that the two companies are teaming up to try to counter Google‘s dominance in that market. Concurrently, Google has also become a major force in area of display advertising which is Yahoo‘s core business.

Yahoo earlier had sought out a search partnership with Google in 2008, but the deal was ultimately rejected by the antitrust regulators at the U.S. Justice Department.