Who's who in paid search.

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Legend for chart:

A-Company
B-What it does
C-What it owns
D-Key partners


A: AOL
B: Owns major portal destination and Internet service provider
C: Netscape, MapQuest AIM, CNN.com
D: Google



A: AskJeeves (IAC Interactive Corp.)
B: Best known for natural-language search
C: Teoma, Bloglines, ISH (Excite, My Way, iWon, My Search, My Web
   Search, Max Online)
D: Paid listings from Google



A: FindWhat
B: Paid listings provider that aims to serve distribution niche
   "below" Google and Yahoo! Search Marketing Services
C: Acquired e-commerce Web developer Miva and Comet Systems, a
   provider of connected desktop consumer software
D: Distribution partners include Search.com, Excite, MetaCrawler and
   DogPile; private-labels its ad service with partners including
   Verizon Superpages, Lycos, Mitsui.



A: Google
B: Search destination and advertising provider; products include
   Adwords, Adsense, Google Local, Google Toolbar and Gmail
C: Urchin Software, Keyhole Corp., content-targeting firm Applied
   Semantics, weblog firm Pyra
D: Google sites including AOL, Ask Jeeves, EarthLink, CompuServe,
   Netscape, ABC.com, About.com



A: IT Interactive Services
B: Pay-per-click search engine serving advertisers' listings into
   600+ syndicated partners.
C: GenieKnows.com, GenieKnows.co.uk
D: Lycos, Findwhat, Kanoodle, Business.com



A: LookSmart
B: Expanded offerings to paid listings in addition to paid
   inclusion; 30,000+advertisers
C: Furl, Findarticles.com, LookListings, Net Nanny, FilterSurf,
   Zeal, Grub, WiseNut
D: Distribution partners include Lycos, CNET, Mamma.com.



A: MSN
B: Leading portal hosts its own search technology launched in
   February; generates search traffic, provides paid search options
C: Proprietary MSN Search software; is piloting its own paidsearch
   solution built on MSN adCenter platform
D: Paid listings from Overture will continue until MSN adCenter is
   out of pilot phase.



A: Yahoo!
B: Leading portal destination; owns Yahoo! Search Marketing
   Solutions (formerly Overture)
C: Yahoo! Search Marketing Solutions, Inktomi, FAST, AltaVista
D: Distribution partners include MSN, CNN.com, United Online,
   InfoSpace.