Marketing: Search Engines: You Pay, You Play


In the old days, internet searches were easy. You typed in a term--say, motherhood--and Yahoo and other engines spit out a list of sites ranked by human editors or by a formula, such as how many times the word had appeared on a site. There was a purity to the old way, but something was missing: a profit stream.

That profit stream has been located and claimed by Bill Gross, founder and CEO of Internet "incubator" Idealab. Gross created GoTo, the leading pay-for-placement search engine, in 1998, and now it's hotter than ever. Listings on GoTo are ranked by cold, hard...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!