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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 Idealab 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 Going Strong )'', Danny Sullivan, The Search Engine Report, July 1, 1998〕〔(Pay-for-placement gets another shot ), Jeff Pelline, CNET News.com, February 19, 1998〕〔''Who Will GoTo.com?'', Ken Glaser, OnlinePress.com, Feb. 20, 1998〕 ==Origins of GoTo.com== GoTo.com was an Idealab spin off and was the first company to successfully provide a pay-for-placement search service.〔〔〔 In February 1998, GoTo offered advertisers the option of bidding on how much they would be willing to pay to appear at the top of results in response to specific searches. The bid amount was paid by the advertiser to GoTo every time a searcher clicked on a link to the advertiser's website. By July 1998, advertisers were paying anything up to a dollar per click. In June 1999, GoTo launched a tool set ''direct traffic centre'' (dtc) to enable advertisers access to keywords and real time bidding. 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. In contrast, GoTo's pay-for-placement model was very successful. Commentors theorised that the web had matured in the intervening two years, and these type of economic models were more acceptable since the web was no longer just a place for academic research, but also a place for buying products. GoTo founder Bill Gross (entrepreneur) speculated at the launch that GoTo would succeed because, as a relatively new service, it had no reputation to taint with paid listings, unlike Open Text. On October 8, 2001, GoTo.com, Inc. renamed itself Overture Services, Inc.〔(GoTo Makes Overture To New Name ) Danny Sullivan, The Search Engine Report, October 2, 2001〕 GoTo's chief operating officer Jaynie Studenmund said "We also felt it was a sophisticated enough name, in case our products expand." Through partnerships, Overture enabled portals such as MSN and Yahoo to monetize the hundreds of millions of web searches made each day on their sites. Indeed, these partnerships proved highly lucrative, and in a period otherwise marked by dot-com failures, Overture became a substantial profit driver for portals like Yahoo〔(Yahoo reports profit on higher revenue ), Jim Hu, CNET News.com, October 9, 2002 - estimating that Overture contributed $25 million to Yahoo's revenue in Q3 2002〕 This success enabled Overture to acquire web sites such as AltaVista and AlltheWeb.〔(Yahoo to Acquire Overture ) Yahoo press release, July 14, 2003〕 Also of note, in late 2013 (i.e. as of October 2013), the Goto.com domain name appears to have been re-acquired by members of the old team behind the original Goto.com search engine. The website now bears a logo very similar, if not identical, to that of the original search engine. Comments on the page appear to suggest that the team plan to create a search engine similar to the old one, although indeed at this point it appears to be largely speculation. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Yahoo! Search Marketing」の詳細全文を読む スポンサード リンク
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