The Yahoo Gemini interface has slowly but surely been gaining speed over the last year. Although Gemini is still small scale in comparison to Google or Bing Ads, it puts a focus on mobile and on native advertising and is continuing to be innovative and creative. With a new CEO, Yahoo Gemini could be the next major player for Yahoo now that Firefox is in the mix and the Microsoft partnership is in its final years. The question is then, as always, obvious: Is Gemini something that small businesses should be using? If so, why? What is Gemini for Yahoo? Yahoo Gemini was introduced one year ago this month, and it has resurfaced back into the news in the SEO sphere. For those who are unfamiliar, Gemini is the only marketplace that brings together mobile search and native advertising. It is now the default option when using Yahoo Ad Manager. The official Yahoo Gemini\u00a0announcement explained it best: Advertisers get the performance and ease of search, combined with the scale and creativity of native advertising. By bringing the two together, advertisers can now buy, manage, and optimize their mobile search and native ad spending one place\u2014driving greater performance and higher impact for their businesses and brands. In other words, with Yahoo Gemini\u00a0search ads will show up on Yahoo.com and partner sites on tablets and smartphones. The idea here is that buying together, both mobile search and native ads, will allow for better performance metrics for marketers because there will be a higher reach. Again has quite a bit to do with the success of native advertising, which you can learn more about here. In the past, Bing Ads served all of Yahoo\u2019s mobile search traffic. As you might imagine, this has led to some opinions that the partnership was great for Yahoo and terrible for Bing (but more on this in the next section). You can get started with the Yahoo Gemini interface by setting up a Gemini account. This is where you set up and manage campaigns and budgets and see all of your results. The system will build and deliver your ad to the right audience on its own. Below is a screenshot that might help explain how it works: The Bing and Yahoo Partnership, Where Yahoo Gemini\u00a0Comes Into Play According to a Search Engine Land article, Gemini went from serving roughly 4 percent of mobile search traffic on the Yahoo Bing Network at the beginning of Q3 to 27 percent by the end of Q4 2014. In other words, it has been successful so far, although still small. So what does this mean in terms of Bing Ads? According to a Search Engine Land article, the traffic and success of Yahoo Gemini\u00a0is at the expense of mobile ads served by Bing. Yahoo says that Gemini will eventually serve all of its mobile search traffic instead of Bing (currently users see both thanks to the search alliance). It\u2019s going to take a lot of work for Yahoo to take over any of the traffic from Google, but it seems as though moving away from the Microsoft partnership once the 5 years is up is going to be a step in the right direction. Yahoo is clearly being innovative, so it will be interesting to see where they go in the future. I also recommend checking out this article from Wordstream for more information on how it all works. What It Means to You Yahoo has over 800 million users per month, so it\u2019s something to consider. In combination with that statistic, you also have to consider the growth of mobile and the effectiveness of native advertising. According to CopyPress, \u201cAlthough native advertising isn\u2019t widely accepted by advertisers and publishers, it is supposed to be THE way of advertising by 2016.\u201d That\u2019s three huge benefits all wrapped into one. If you\u2019re interested in advertising with Yahoo on mobile, then Gemini is an easy to use interface that can help you get there. It\u2019s something to be aware of and try to help get your business coverage on search engines that aren\u2019t Google. Have you used Yahoo Gemini\u00a0in the past? What do you think about Gemini in relation to Bing Ads? Republished by permission. Original here. Image: Yahoo!