Social networking site Bebo has chosen Yahoo to manage its online advertising in the UK and Ireland.

The agreement covers display and video advertising on the regional sites, which reach 11.6 million users.

Neither side released financial terms or a time frame for the agreement, which was described as "multi-year".

The initial deal could net Yahoo an even bigger slice of the advertising market. Bebo has 38 million users overall, and president Joanna Shields said that she would be happy to expand the Yahoo deal to cover the company's sites around the world.

Yahoo currently provides its search technology to Bebo, but the tie-up will see it add further services.

This includes creating a toolbar so that Bebo users can check their status without logging into the site, and integrating Yahoo Answers into Bebo.

Figures from Bebo suggest that its average user is 13 to 24 years-old and spends 40 minutes a day on the site.