Overture takes on Google with embedded ad service

by Staff,, Brand Republic 01-Jul-03, 15:00

NEW YORK - Paid-for search company Overture is taking the battle to Google with the launch of a product that will see advertisers' searches appear on relevant content-based pages of partner sites including MSN.

The service, Content Match, will put links in various locations on partner website pages and embedded within content, to appear either on the side or bottom of pages.

The placements will feature Overture's Pay-For-Performance listing, where advertisers can bid for key search words. It is a rival to services like Google's AdWords, which produce sponsored links on search pages. Overture already has agreements to feature the service on MSN, the car-buying site Edmunds.com, the MyFamily network of sites, the Away Network and the industry site Advertising.com.

Overture says that it estimates the market for contextual advertising could reach $2bn within five years, and that Content Match is a potential new revenue opportunity.

Bill Demas, senior vice-president and general manager of Overture's partner business and solutions group, said: "By combining advanced technology, an industry-leading editorial team and customised partner implementations, we believe Overture will deliver the most relevant contextual advertising product on the internet."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.