Overture Completes Brand Change to Yahoo

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Overture Services said yesterday it completed its brand change to Yahoo Search Marketing in the United States. The formal rebranding comes after Yahoo said last month that it would group its sponsored search offerings and Yahoo's listings products under the same banner.


"Unifying all of our search marketing and related products under one banner and one common approach reflects our commitment to integrate and simplify online advertising," said Ted Meisel, senior vice president of Yahoo Inc.


As part of the rebranding, Yahoo Search Marketing renamed and added several products in its suite. Yahoo's flagship search advertising product, Precision Match, is now called Sponsored Search. Local Match will be called Local Sponsored Search, and Match Self Serve and Site Match Exchange will be called Search Submit Express and Search Submit Pro, respectively.


The Search Marketing group now includes: Content Match, Yahoo's contextual ad listings; Travel Submit, a new program letting advertisers submit offers and deals to Yahoo Travel through an online account; Marketing Console, a campaign performance tracking tool; and Search Optimizer, the bid optimization tool for improving campaign performance.


Yahoo Search Marketing's sponsored listings appear on Yahoo and on sites participating in its distribution network, now called the Yahoo Publisher Network. Yahoo Search Marketing will rebrand its international markets at a later date, except for Japan and South Korea, where the Overture brand will be maintained.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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