As Yahoo and Microsoft continue to integrate the terms of their 10-year partnership, there are lots of questions surrounding Yahoo. To shed some light on this area, WebProNews caught up with David Roth, the Director of Search Marketing at Yahoo. Roth provides a unique perspective on these issues since he is both a search marketer and an advertiser for Yahoo.

He says he will likely get one of the first views of how Yahoo Search Marketing will be integrated into Microsoft’s adCenter. As a result, he will be able to see any new features and if there are any bugs. At the time of the recording of this interview, Yahoo or Microsoft had not released any specific dates for the roll out of their integration. Aside from saying they hope to have Microsoft ‘s search technology powering Yahoo before the end of the holiday season, the companies have still not released any specific dates for a roll out.

Interestingly enough, last week Barry Schwartz reported on Search Engine Land that Yahoo is testing paid and organic Bing results on its own live search results.

Roth also tells WPN that Yahoo is continuing to push out its brand campaign internationally. He finds it amusing when people talk about global campaigns because he thinks the meaning of a global campaign is somewhat skewed.

“As an advertiser, there’s really no such thing as going global. Going global means local a dozen different times,” says Roth.

When entering a new market, he advises marketers and advertisers to understand that goals will be different, especially in markets outside the U.S. Fortunately, search marketing can support nearly any business goal.

Getting back to the Yahoo/Microsoft partnership, Roth says the pressure is on Yahoo to develop really compelling ad products since it will be pulling back on its development of the search index and search algorithms. He goes on to say that Yahoo has to utilize all the data that both search and display advertising generate and then leverage it to create new ad products. In the future, he believes their ad products will be more sophisticated and include better ad units, behavioral targeting, and more.