Categories: Articles

Yahoo! It's Over For Overture

Not that I was a huge fan of the GoTo.com brand but I certainly felt it was more powerful than Overture and, in all honesty, since the name change to Overture, I always felt a little colder to the company.
Well, the auction-style pay-per-click search engine (which is now really a keyword bidding engine for search engine marketers) is being fully absorbed by its owner, Yahoo! Word came down yesterday at Search Engine Strategies in New York that the Overture brand will be put to rest and, starting shortly, the new name will be Yahoo! Search Marketing Solutions.
OK, so it may not be the most exciting name but rest assured, Yahoo! has its target set on Google. Nothing new here. All players in search have Google in their sights. The winners will be the people buying those clicks as the competition for the search marketing space heats up between Yahoo! and Google… and don’t forget about the others (namely Microsoft, AOL and the many second-tier players like FindWhat and Kanoodle).

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.