Yahoo Inc. completed the process begun in 2003 with the purchase of Overture Services Inc. by bringing them into the brand and calling them Yahoo Search Marketing for the U.S. market. Yahoo will extend the renaming to everywhere except Japan and Korea and the Overture name will stand there.
The newly re-branded group brings together Yahoo’s sponsored search offerings and listings submit products. Through Yahoo! Search Marketing, advertisers can utilize access to a comprehensive suite of search marketing products and related products and services.
Yahoo also made a number of other changes to its marketing division with name changes all around. Sponsored Search, formerly Precision Match, Yahoo’s flagship search advertising product; Content Match, Yahoo’s contextual advertising listings; Local Sponsored Search, formerly Local Match, Yahoo’s local paid search offering; Search Submit Express and Search Submit Pro, formerly Site Match Self Serve and Site Match Xchange, Yahoo Search’s URL submission products; Product Submit, the product URL submission program for listing on Yahoo Shopping; Directory Submit, previously Yahoo Express, the Yahoo Directory submission program; Local Listings, business listings for Yahoo! Local search results; Travel Submit, Yahoo’s new program that allows advertisers to submit offers and deals to Yahoo Travel through an online account; Marketing Console, the campaign performance tracking tool for multiple online channels; Search Optimizer, the bid optimization tool for improving campaign performance.
“Unifying all of our search marketing and related products under one umbrella is one of many steps we will be taking to provide an easy, one-stop experience for our advertisers,” said Steve Mitgang, senior vice president of product marketing, Yahoo! Search Marketing. “Over the past six months, we’ve introduced new product features and refined our infrastructure to make search marketing easier for our advertisers, and are very excited to continue that progress by launching our new Yahoo! Search Marketing site.”
John Stith is a staff writer for Murdok covering technology and business.
