Yahoo! to Rebrand Overture
(rt) In its second rebranding since its inception, PPC pioneer Overture is to be renamed Yahoo! Search Marketing Solutions from Spring.
Old hands will remember that Overture originally started off as GoTo and even won a court case against Disney in defense of that name. Later they went on to rebrand their setup as, well, Overture, a move widely questioned within the search industry as highly unwise.
However, they made their way nicely in spite of all such doubts, acquired both search engine veteran AltaVista and comparatively new, IBM backed contender FAST/Alltheweb, only to be bought out by Yahoo! who had already taken over ailing Inktomi about half a year before.
[Keywords: mergers-acquisitions-switches, pay-per-click, PPC ]
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