Three firms have landed key advisory roles on one of the most significant non-M&A commercial transactions in recent months: the 10-year Internet search deal announced on Wednesday between Microsoft and Yahoo that seeks to scuttle Google’s market dominance.

Under the terms of the deal, Yahoo will use and promote Microsoft’s new Bing search engine on its site. Yahoo will also keep 88 percent of revenue from all search ad sales for the first five years and have the right to sell ads on select Microsoft sites.

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