Yahoo to monetize the hundreds of millions of web searches made each day on their sites. Indeed, these partnerships proved highly lucrative, and in a period otherwise marked by dot-com failures, Overture became a substantial profit driver for portals like Yahoo This success enabled Overture to acquire web sites such as AltaVista and AlltheWeb. Acquisition of Overture by Yahoo! On October 7, 2003, Overture was acquired by its biggest customer, Yahoo!, for $1.63 billion. The old brand name of Overture was phased out as Yahoo rebranded many of its products under the Yahoo name. The exception to this was in Japan and Korea where the local businesses continued to use the Overture brand. Panama Panama was an online advertising platform created by Yahoo!, launched on 5 February 2007. Panama was Yahoo's effort to close the wide gap with Google in the race for search advertising dollars, a fast-growing business then dominated by Google, which is now also dominated by Google. Customers with accounts already on Yahoo! were transferred to the new system over the following few months. Yahoo! inherited the search advertising business when it purchased Overture (previously named Goto.com). Until Panama, Yahoo! search continued to operate the original simplistic algorithm which ranked text ads according to how much advertisers bid for the keyword searched by the user. Meanwhile, Google operates under a more sophisticated model, which ranks paid ads on the basis of bid price as well as prior click-through rates. This improvement generally produces higher click through rates (hence higher revenues) for the search engine. For example, an ambulance-chasing attorney bidding for the keywords "back pain" would likely get a lower clickthrough rate than the keyword "physiotherapist", regardless of what the two parties bid per click. An algorithm that eventually de-prioritises the attorney's ad is better for the search engine (in terms of revenue produced) and the user (more relevant ads). Key players in the Panama project were Brian Acton, David Henke & Qi Lu. Features The platform provided advertisers with a digital dashboard where they can manage their marketing campaigns, aim ads geographically, and test their effectiveness. It included interactive tools that suggest to advertisers what to bid based on their budget and the number of users they want to attract. Yahoo Gemini During the tenure of Marissa Mayer as Yahoo's CEO she started a new advertising platform project under the name Gemini. The goal was to