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Miva has ended its longstanding partnership with Yahoo and will turn its search ad business over to rival Google.

The search engine is slated to adopt Google ads on applications and sites managed by its subsidiary, MIVA Direct, which produces white-label toolbar and web search, MediaPost reports. Miva's current deal with Yahoo ends Jan. 27. The partnership with Google is expected to run for two years, beginning in the next 30 days.

Yahoo in September lost a deal to supply text link ads for ESPN's website to Quigo, a competitor to both Yahoo and Miva.