(PTI):  Microsoft Corp. and Yahoo Inc. agree on large-scale collaboration on web search and advertising in a move that could end Google’s cyber supremacy.

On Wednesday, the two companies inked a 10-year partnership deal after 18 months of haggling, Reuters reported.

Accordingly, Microsoft’s new search engine Bing is to be integrated into Yahoo pages developing Bing into a credible rival to Google. This would trust Yahoo with the advertising sale department of both corporations.

The move is looming large for Google’s dominion over 65 percent of the US internet searches and is, therefore, widely expected to boost Yahoo’s 19.6 percent and Microsoft’s 8.4 percent share of the country’s online advertising market.

Yahoo chief executive Carol Bartz was quoted by AFP as saying that “This agreement comes with boatloads of value for Yahoo, our users, and the industry. And I believe it establishes the foundation for a new era of internet innovation and development.”

“It’s a big positive for two companies that have been struggling to keep up with Google,” said Ross Sandler, analyst with the Royal Bank of Canada (RBC) capital markets.

“This consolidates their resources and allows them to make a more concerted push as the No. 2 entity, which is definitely going to be a positive,” he added

Sandler, however, found it a downside to the deal that it did not involve any exchanges of funds. Both companies’ shares devalued after the announcement in probable sign of the market’s shock at the no-cash clause.