Yahoo sheds Overture brand

Yahoo’s commercial subsidiary has taken on a new name.The portal giant on Monday shed its Overture Services brand and renamed the unit Yahoo Search Marketing. The replacement of the Overture brand will take place in the U.S. market initially, the company said. Other international markets will be re-branded later, but the Overture brand will be maintained in Japan and Korea.The change comes nearly two years after Yahoo’s purchase of Overture, a pioneer in the commercial search business. The acquisition was meant to bolster Yahoo’s marketing efforts and its position against rivals Google and Microsoft. For more on this visit here.

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