Friendster and Yahoo Southeast Asia have undergone a deal involving cross-promotion, facilitating a customized application to users across the region, Friendster revealed on Tuesday.

In addition, it involves display of Yahoo advertisement on Friendster's Web site, and in return Yahoo will permit Friendster profiles and fan pages to be listed and featured within its results. Also, users can link their Friendster and Yahoo accounts, and a Friendster application will be made available for Yahoo's Southeast Asia homepage.

The press release came up with the news that cross promotion has been triggered; however, other functions and tasks are yet to be rolled out.

The partnership aims at backing Friendster's stand in the region, where it earlier reported that 90% of its traffic originates from Southeast Asia. The company was also recently acquired by a Malaysian company.

Even Yahoo is no behind, it has stressed local content for the region, offering news portals specific to several Southeast Asian countries, including Vietnam, Singapore and India.

Given the recent coverage of the takeover of the company by Malaysian internet company MOL Global, it was heartening to see the nods to Friendster's strength in Southeast Asia as a motivation for the deal.