Aaron Wall’s latest blog post is titled “The Return of GoTo / Overture (and AOL)?”.

Wall says, “Overture wasn’t able to build itself into a credible search destination in part because their brand was positioned incorrectly as being primarily about paid ads that only would backfill with other results in when the ad auction was empty, so as a destination it was seen as a payolla engine. Likewise AOL peaked because it was seen as a walled garden & couldn’t keep up with DSL and the open web”.

The Return of GoTo / Overture (and AOL)?

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