Yahoo! Search Marketing is a keyword-based "Pay per click" or "Sponsored search" Internet advertising service provided by Yahoo!.
Yahoo began offering this service after acquiring Overture Services, Inc. (formerly Goto.com). Goto.com was an Idea lab spin off and was the first company to successfully provide a pay-for-placement search service following previous attempts that were not well received.
GoTo's business model was based on the idea that its paid listings would make it more relevant than other services, especially for general searches, and web sites that pay more are probably better sites. A similar service had been offered by Open Text in 1996, but this precipitated outcries and bad publicity because searchers at the time did not want the search process more commercialized.
Yahoo began offering this service after acquiring Overture Services, Inc. (formerly Goto.com). Goto.com was an Idea lab spin off and was the first company to successfully provide a pay-for-placement search service following previous attempts that were not well received.
GoTo's business model was based on the idea that its paid listings would make it more relevant than other services, especially for general searches, and web sites that pay more are probably better sites. A similar service had been offered by Open Text in 1996, but this precipitated outcries and bad publicity because searchers at the time did not want the search process more commercialized.
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