Yahoo! Native (formerly known as Yahoo! Advertising, Yahoo! Search Marketing and Yahoo! Gemini) is a native "Pay per click" Internet advertising service provided by Yahoo. Yahoo began offering this service after acquiring 'Overture Services, Inc. The current offering of Yahoo Native launched in 2014 as Yahoo! Gemini. It handles advertising for both Yahoo and AOL properties, as well as other media outlets. History GoTo and Overture GoTo (not to be confused with Go.com or Go2Net) was an Idealab spin off and was the first company to successfully provide a pay-for-placement search service. It started off with the purchase of World Wide Web Worm (WWWW), one of the oldest search engines. GoTo is considered to have been an influential pioneer of paid search. In February 1998, GoTo offered advertisers the option of bidding on how much they would be willing to pay to appear at the top of results in response to specific searches. The bid amount was paid by the advertiser to GoTo every time a searcher clicked on a link to the advertiser's website. By July 1998, advertisers were paying anything up to a dollar per click. In June 1999, GoTo launched a tool set direct traffic centre (dtc) to enable advertisers access to keywords and real time bidding. GoTo's business model was based on the idea that its paid listings would make it more relevant than other services, especially for general searches, and web sites that pay more are probably better sites. A similar service had been offered by Open Text in 1996, but this precipitated outcries and bad publicity because searchers at the time did not want the search process more commercialized. In contrast, GoTo's pay-for-placement model was very successful. Commentors theorized that the Internet had matured in the intervening two years, and this type of economic models were more acceptable since the web was no longer just a place for academic research, but also a place for buying products. GoTo founder Bill Gross speculated at the launch that GoTo would succeed because, as a relatively new service, it had no reputation to taint with paid listings, unlike Open Text. On October 8, 2001, GoTo renamed itself Overture Services, Inc. GoTo's chief operating officer Jaynie Studenmund, mother of fallen U.S. soldier Scott Studenmund, said, "We also felt it was a sophisticated enough name, in case our products expand." Through partnerships, Overture enabled portals such as MSN and