Conduit Dumps Google Search for Microsoft's BingDecember 01, 2010

by Kara Swisher

In an interesting move in the search space, Conduit–a fast-growing start-up that helps publishers make and distribute apps using Web browser toolbars–has entered a strategic partnership with Microsoft’s Bing search service.

In doing so, it is leaving its existing search deal with Google and will instead offer Bing to its network of 260,000 publishers and 200 million users.

It’s a solid win for Bing, which has more incentive to draw customers of its search products and services away from Google.

And every little bit helps as Microsoft strives to put even a chink in the overwhelming dominance of the search giant.

In a press release, Conduit said, in part:

“Users of Conduit-powered Community Toolbars will get all the features that are unique to Bing: an excellent browsing experience with the best match and most useful links and information, Instant Answers, Quick Preview of websites, and auto-suggest for search queries. Users will be now able to filter video by duration, aspect ratio, resolution or source, and filter images by size, aspect ratio, color, and style.”

More significantly, under the terms of the deal, Web publishers will be able distribute apps directly in the organic search results on Bing.

Conduit President Adam Boyden said the deal, which starts at the beginning of 2011, was struck to offer a better user experience for its customers with search, as well as the “long-term potential for app innovation with Microsoft.”

Conduit, which was founded in 2005 and has 190 employees, is profitable, Boyden said, from customers such as Groupon, eBay, Travelocity, and Major League Baseball.

The San Mateo, Calif. company has raised close to $10 million, mostly from Benchmark Capital.

Of the shift to Bing, Boyden added, “There is more strategic potential for us with Bing,” he said. “And the same is true for them.”