Yahoo’s Outsourcing Continues: Healthline To Manage Yahoo Health

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Yahoo’s Outsourcing Continues: Healthline To Manage Yahoo Health

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Yahoo (NSDQ: YHOO) is handing over the management of its Yahoo Health vertical to Healthline Networks under a broad partnership with the company. Under the relationship, Yahoo says Healthline will “build upon Yahoo’s existing (health) content to develop, manage and host” a revamped health vertical starting in the second quarter of the year. Some details: The companies say that Yahoo Health will now use Healthline’s search technology and feature its applications. And Yahoo Health is also joining Healthline’s ad network, although Yahoo will still sell ads on the site. “We’ll be handling all the remnant inventory,” says Healthline CEO West Shell III.

For Healthline, this is similar to a deal the company landed just last week with ABC (NYSE: DIS) News to provide content and also ads to that company’s health site. Other sites that have relationships with Healthline include Health.com, AOL (NYSE: AOL), and the AARP.

Yahoo, already has had a series of content partnerships for Yahoo Health, including deals with HealthGrades and Everyday Health. A spokeswoman tells us that the Healthline deal does not impact the site’s current partnerships.

Lately, however, Yahoo has been much more aggressive in its partnerships, combining its shopping service with PriceGrabber, outsourcing its search technology to Microsoft (NSDQ: MSFT), and this week saying it would no longer operate its Publisher Network and instead recommend that customers use Chitika.

ComScore (NSDQ: SCOR) puts Yahoo Health as the third largest health site on the web, with about 11.7 million unique visitors in February. Healthline is fifth with 6.7 million.

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By Joseph Tartakoff