The giant portal Yahoo shed its Overture brand and renamed it Yahoo! Search Marketing. This replacement is meant to unify all search marketing and related products of Yahoo Inc, under the same umbrella. The re-branding has been finalized in the US, and international markets are to follow. The Overture name will be maintained on an indefinite term in Japan and Koreea.

Yahoo says the change is meant to give the advertisers one-stop search marketing resources for their businesses. Simultaneously, Yahoo! Search Marketing has re-branded existing products and added several new in its suite of offerings:

• Former Precision Match™ is now Sponsored Search.
• The new Content Match™ is Yahoo!'s contextual advertising listings.
• Former Local Match™ is now Local Sponsored Search.
• Former Site Match Self Serve is now Search Submit Express.
• Former Site Match Xchange is now Search Submit Pro.
• Product Submit, new feature to submit your URL for listing on Yahoo Shopping.
• Directory Submit, previously Yahoo! Express.
• Local Listings, business listings for Yahoo! Local search results.
• Travel Submit new feature that allows advertisers to submit offers on Yahoo! Travel.
• Search Optimizer, the bid optimization tool on Yahoo! search Marketing.

Two years ago, Yahoo purchased Overture to reinforce its position in the commercial search business, against its main competitors, Google and Microsoft.

Today, Yahoo! Search Marketing is considering for the first time the possibility to have graphical banner ads displayed on its pay per click contextual ad network.