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Can Overture''s takeover of AltaVista stop Google? (Analysis).

Publication: New Media Age
Publication Date: 27-FEB-03 		Format: Online - approximately 1131 words
Delivery: Immediate Online Access
Full Article Title: Can Overture''s takeover of AltaVista stop Google? (Analysis).(Column)

Article Excerpt
Google continues to leave other search providers floundering. Yet moves are afoot that could begin to change that.

The news that search marketing network Overture has snapped up Web search technology company Alta Vista for $140m ([pounds sterling]89m) caused more than a small stir in the vibrant search engine sector.

But while Overture was hammering out the details of its acquisition over the past weeks, Google UK snapped up two deals that Overture would have liked to win: to provide BT Open world and NTLworld with search results.

The problem for Overture is that while it and Google can both provide portal partners with commercial listings from their networks of advertisers, paying them a cut on click-through, only Google can offer the world's favourite Web search as 'backfill' -- that is, the results which come after the advertiser sponsored results and which form the vast majority of listings. Overture and its European rival Espotting have relied on the likes of Inktomi, FAST and Alta Vista to provide their...

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