<s>
Yahoo	B-Application
!	I-Application
</s>
<s>
Native	O
(	O
formerly	O
known	O
as	O
Yahoo	B-Application
!	I-Application
</s>
<s>
Advertising	O
,	O
Yahoo	B-Application
!	I-Application
</s>
<s>
Search	O
Marketing	O
and	O
Yahoo	B-Application
!	I-Application
</s>
<s>
Gemini	O
)	O
is	O
a	O
native	O
"	O
Pay	O
per	O
click	O
"	O
Internet	O
advertising	O
service	O
provided	O
by	O
Yahoo	B-Application
.	O
</s>
<s>
Yahoo	B-Application
began	O
offering	O
this	O
service	O
after	O
acquiring	O
'	O
Overture	B-Application
Services	I-Application
,	I-Application
Inc	I-Application
.	I-Application
</s>
<s>
The	O
current	O
offering	O
of	O
Yahoo	B-Application
Native	O
launched	O
in	O
2014	O
as	O
Yahoo	B-Application
!	I-Application
</s>
<s>
It	O
handles	O
advertising	O
for	O
both	O
Yahoo	B-Application
and	O
AOL	O
properties	O
,	O
as	O
well	O
as	O
other	O
media	O
outlets	O
.	O
</s>
<s>
It	O
started	O
off	O
with	O
the	O
purchase	O
of	O
World	B-Application
Wide	I-Application
Web	I-Application
Worm	I-Application
(	O
WWWW	O
)	O
,	O
one	O
of	O
the	O
oldest	O
search	O
engines	O
.	O
</s>
<s>
On	O
October	O
8	O
,	O
2001	O
,	O
GoTo	O
renamed	O
itself	O
Overture	B-Application
Services	I-Application
,	I-Application
Inc	I-Application
.	I-Application
GoTo	O
's	O
chief	O
operating	O
officer	O
Jaynie	O
Studenmund	O
,	O
mother	O
of	O
fallen	O
U.S.	O
soldier	O
Scott	O
Studenmund	O
,	O
said	O
,	O
"	O
We	O
also	O
felt	O
it	O
was	O
a	O
sophisticated	O
enough	O
name	O
,	O
in	O
case	O
our	O
products	O
expand.	O
"	O
</s>
<s>
Through	O
partnerships	O
,	O
Overture	O
enabled	O
portals	O
such	O
as	O
MSN	B-Protocol
and	O
Yahoo	B-Application
to	O
monetize	O
the	O
hundreds	O
of	O
millions	O
of	O
web	O
searches	O
made	O
each	O
day	O
on	O
their	O
sites	O
.	O
</s>
<s>
This	O
success	O
enabled	O
Overture	O
to	O
acquire	O
web	O
sites	O
such	O
as	O
AltaVista	O
and	O
AlltheWeb	B-Application
.	O
</s>
<s>
The	O
old	O
brand	O
name	O
of	O
Overture	O
was	O
phased	O
out	O
as	O
Yahoo	B-Application
rebranded	O
many	O
of	O
its	O
products	O
under	O
the	O
Yahoo	B-Application
name	O
.	O
</s>
<s>
Panama	B-Application
was	O
an	O
online	O
advertising	O
platform	O
created	O
by	O
Yahoo	O
!,	O
launched	O
on	O
5	O
February	O
2007	O
.	O
</s>
<s>
Panama	B-Application
was	O
Yahoo	B-Application
's	O
effort	O
to	O
close	O
the	O
wide	O
gap	O
with	O
Google	B-Application
in	O
the	O
race	O
for	O
search	O
advertising	O
dollars	O
,	O
a	O
fast-growing	O
business	O
then	O
dominated	O
by	O
Google	B-Application
,	O
which	O
is	O
now	O
also	O
dominated	O
by	O
Google	B-Application
.	I-Application
</s>
<s>
Customers	O
with	O
accounts	O
already	O
on	O
Yahoo	B-Application
!	I-Application
</s>
<s>
Yahoo	B-Application
!	I-Application
</s>
<s>
inherited	O
the	O
search	O
advertising	O
business	O
when	O
it	O
purchased	O
Overture	O
(	O
previously	O
named	O
Goto.com	B-Application
)	O
.	O
</s>
<s>
Until	O
Panama	B-Application
,	O
Yahoo	B-Application
!	I-Application
</s>
<s>
search	O
continued	O
to	O
operate	O
the	O
original	O
simplistic	O
algorithm	O
which	O
ranked	O
text	O
ads	O
according	O
to	O
how	O
much	O
advertisers	O
bid	O
for	O
the	B-Application
keyword	I-Application
searched	O
by	O
the	O
user	O
.	O
</s>
<s>
Meanwhile	O
,	O
Google	B-Application
operates	O
under	O
a	O
more	O
sophisticated	O
model	O
,	O
which	O
ranks	O
paid	O
ads	O
on	O
the	O
basis	O
of	O
bid	O
price	O
as	O
well	O
as	O
prior	O
click-through	O
rates	O
.	O
</s>
<s>
For	O
example	O
,	O
an	O
ambulance-chasing	O
attorney	O
bidding	O
for	O
the	B-Application
keywords	I-Application
"	O
back	O
pain	O
"	O
would	O
likely	O
get	O
a	O
lower	O
clickthrough	O
rate	O
than	O
the	B-Application
keyword	I-Application
"	O
physiotherapist	O
"	O
,	O
regardless	O
of	O
what	O
the	O
two	O
parties	O
bid	O
per	O
click	O
.	O
</s>
<s>
Key	O
players	O
in	O
the	O
Panama	B-Application
project	O
were	O
Brian	O
Acton	O
,	O
David	O
Henke	O
&	O
Qi	O
Lu	O
.	O
</s>
<s>
During	O
the	O
tenure	O
of	O
Marissa	O
Mayer	O
as	O
Yahoo	B-Application
's	O
CEO	O
she	O
started	O
a	O
new	O
advertising	O
platform	O
project	O
under	O
the	O
name	O
Gemini	O
.	O
</s>
<s>
Prior	O
to	O
its	O
acquisition	O
by	O
Yahoo	B-Application
,	O
Overture	O
initiated	O
infringement	O
proceedings	O
under	O
this	O
patent	O
against	O
FindWhat.com	O
in	O
January	O
2002	O
and	O
Google	B-Application
in	O
April	O
2002	O
.	O
</s>
<s>
The	O
lawsuit	O
against	O
Google	B-Application
related	O
to	O
its	O
AdWords	B-Application
service	O
.	O
</s>
<s>
In	O
February	O
2002	O
,	O
Google	B-Application
introduced	O
a	O
service	O
called	O
AdWords	B-Application
Select	O
that	O
allowed	O
marketers	O
to	O
bid	O
for	O
higher	O
placement	O
in	O
marked	O
sections	O
-	O
a	O
tactic	O
that	O
had	O
some	O
similarities	O
to	O
Overture	O
's	O
search-listing	O
auctions	O
.	O
</s>
<s>
Following	O
Yahoo	B-Application
's	O
acquisition	O
of	O
Overture	O
,	O
the	O
lawsuit	O
was	O
settled	O
with	O
Google	B-Application
agreeing	O
to	O
issue	O
2.7	O
million	O
shares	O
of	O
common	O
stock	O
to	O
Yahoo	B-Application
in	O
exchange	O
for	O
a	O
perpetual	O
license	O
.	O
</s>
<s>
In	O
2013	O
,	O
the	O
Tenth	O
Circuit	O
Court	O
of	O
Appeals	O
held	O
in	O
Lens.com,	O
Inc	O
.	O
v	O
.	O
1-800	O
Contacts	O
,	O
Inc	O
.	O
that	O
online	O
contact	O
lens	O
seller	O
Lens.com	O
did	O
not	O
commit	O
trademark	O
infringement	O
when	O
it	O
purchased	O
Yahoo	B-Application
and	O
Google	B-Application
AdWords	I-Application
search	O
advertisements	O
using	O
competitor	O
1-800	O
Contacts	O
 '	O
federally	O
registered	O
1800	O
CONTACTS	O
trademark	O
as	O
a	O
keyword	O
.	O
</s>
<s>
Under	O
the	O
partnership	O
,	O
Gator	O
's	O
software	O
monitored	O
a	O
web-user	O
'	O
s	O
activity	O
on	O
web	O
sites	O
and	O
search	O
engines	O
(	O
even	O
sites	O
such	O
as	O
Google	B-Application
that	O
are	O
not	O
affiliated	O
with	O
Overture	O
)	O
and	O
grabbed	O
search	O
keywords	O
.	O
</s>
<s>
When	O
Yahoo	B-Application
acquired	O
Overture	O
,	O
the	O
Claria	O
software	O
impaired	O
the	O
operation	O
of	O
Yahoo	B-Application
's	O
services	O
.	O
</s>
<s>
For	O
example	O
,	O
when	O
a	O
user	O
with	O
a	O
Claria	O
application	O
installed	O
used	O
Yahoo	B-Application
Search	I-Application
,	O
they	O
received	O
a	O
standard	O
set	O
of	O
Yahoo	B-Application
results	O
with	O
sponsored	O
listings	O
at	O
the	O
top	O
supplied	O
by	O
Overture	O
.	O
</s>
<s>
Since	O
Search	O
Scout	O
uses	O
Overture	O
's	O
paid	O
listings	O
as	O
well	O
,	O
Claria	O
's	O
window	O
has	O
exactly	O
the	O
same	O
listings	O
as	O
the	O
Yahoo	B-Application
search	I-Application
results	O
.	O
</s>
<s>
Subsequently	O
,	O
Yahoo	B-Application
came	O
out	O
with	O
the	O
Yahoo	B-Application
Toolbar	O
,	O
which	O
allows	O
users	O
to	O
remove	O
adware	O
and	O
spyware	O
from	O
their	O
system	O
.	O
</s>
