Yahoo Completes Overture Name Change

By Matthew Hicks  |  Posted 2005-04-18 Print this article Print

The company launches the Yahoo Search Marketing brand to cover its sponsored listings and search-based advertising programs.

Yahoo completed a name change Monday for its Overture Services search-based advertising division. As promised last month, Yahoo Inc. brought its advertising division under its corporate branding umbrella.
The Overture name has changed to Yahoo Search Marketing for the U.S. market, Yahoo announced.
Yahoo extended the branding change across a range of its search marketing products and services. It renamed the flagship Precision Match search advertising program to Sponsored Search, and it started calling its group of distribution partners running contextual sponsored listings the Yahoo Publisher Network. Yahoo, of Sunnyvale, Calif., entered the sponsored listings market in 2003 when it acquired Overture Services Inc. for $1.6 billion. As part of the name rollout, Yahoo introduced a new advertiser program in the travel space. Called Travel Submit, it lets advertisers send travel offers and deals to Yahoo Travel. Read more here about search engines tackling online travel. Along with the branding shift, Yahoo also launched a new Web site for advertisers, which provides search marketing information and tools. Yahoo plans to expand the renaming of Overture to international markets, except for in Japan and Korea, where the Overture brand will remain. The creation of the Yahoo Search Marketing group comes amid speculation that Yahoo plans to expand its sponsored listings program for publisher sites to a wider audience. Yahoo officials have said that they are working on new publisher programs, and industry observers widely expect that Yahoo will offer a self-service program for publishers to compete with Google Inc.s AdSense program. In other search news, Infospace Inc. announced Monday that it had signed a two-year agreement with Microsoft Corp.s MSN division to provide results from MSN Search as part of Infospaces meta-search offerings. Infospaces search and directory division expects to integrate MSN Search into its meta-search properties this summer. Those sites include Dogpile, WebCrawler and MetaCrawler. Infospace, of Bellevue, Wash., also provides its meta-search services to third parties, such as media sites and Internet access providers. Check out eWEEK.coms for the latest news, views and analysis on enterprise search technology.
Matthew Hicks As an online reporter for, Matt Hicks covers the fast-changing developments in Internet technologies. His coverage includes the growing field of Web conferencing software and services. With eight years as a business and technology journalist, Matt has gained insight into the market strategies of IT vendors as well as the needs of enterprise IT managers. He joined Ziff Davis in 1999 as a staff writer for the former Strategies section of eWEEK, where he wrote in-depth features about corporate strategies for e-business and enterprise software. In 2002, he moved to the News department at the magazine as a senior writer specializing in coverage of database software and enterprise networking. Later that year Matt started a yearlong fellowship in Washington, DC, after being awarded an American Political Science Association Congressional Fellowship for Journalist. As a fellow, he spent nine months working on policy issues, including technology policy, in for a Member of the U.S. House of Representatives. He rejoined Ziff Davis in August 2003 as a reporter dedicated to online coverage for Along with Web conferencing, he follows search engines, Web browsers, speech technology and the Internet domain-naming system.

Submit a Comment

Loading Comments...
Manage your Newsletters: Login   Register My Newsletters

Rocket Fuel