Yahoo UK & Ireland announced on Wednesday an exclusive strategic partnership with social networking site Bebo. The deal covers the sales and serving of display advertising, integration of Yahoo Answer and a toolbar that allows users to manage Bebo activities.

Based on the deal, Yahoo will sell the majority of Bebo's display advertising in the UK and Ireland, reaching an estimated 11.6 million users. Bebo's membership reaches over 38 million users globally, ranked as the second most engaging site in the UK after Google. Most of the site's members are between ages 13 and 24.

"The partnership with Yahoo enables us to focus on custom sponsorship campaigns and groundbreaking original productions with the knowledge that our display advertising is handled by a partner that guarantees the highest quality ad for each user interaction," said Joanna Shields, Bebo's international president, according to MediaPost.

This is the first Yahoo partnership with a social networking site. The two companies' combined audience consumes over 11.7 billion pages views per month and represents 75 percent of the U.K. online user population, according to a statement announcing the partnership.

Yahoo Answers will be integrated into Bebo's site, where users can ask and answer questions posed by other users within the Bebo community and beyond. The new Bebo Toolbar allows users to monitor their social network even when they are not on the Bebo site.

The new initiatives will be rolled out during the fourth quarter.