Yahoo is to help nudge Twitter towards inevitable ubiquity by integrating its full feed throughout its web properties.
While the ailing portal already publishes tweets amongst its regular search results using an open API, Yahoo will now pay to suck in Twitter's entire unfiltered feed directly – the so-called “firehose”.
The deal means that Yahoo users will immediately start seeing real-time Twitter updates in their search results. Over the longer term, they will be able to view and update their Twitter feeds from Yahoo's own web sites.
Microsoft and Google already have similar search deals in place. Yahoo, which has struggled to benefit from the boom in social networking, recently announced a deal to add Facebook feeds to its properties.