Yahoo licenses Google search (2000–2004)
June 2000 – February 2004What Happened
In June 2000, Yahoo replaced its in-house search technology with Google's engine, making Google the system powering Yahoo's search results. The deal gave Google a "Powered by Google" credit on one of the internet's most-visited pages, exposing millions of users to the Google brand for the first time.
Outcome
Yahoo got a better search product and could focus on media and content. Google gained massive visibility and traffic.
Google used the exposure to build its own destination site, launched AdWords, and became the dominant search engine. When Yahoo ended the deal in 2004 and built its own search, it was too late to reclaim the market.
Why It's Relevant Today
If Meta licenses Gemini, it risks a similar dynamic: Google gains public validation that its AI model is superior enough for a competitor to pay for, while Meta's own brand becomes associated with someone else's technology. The longer the licensing lasts, the harder it becomes to justify switching back.
