“It doesn’t have to be a zero-sum game. There’s space for both Overture and Google to exist in the ad-distribution world. The real pressure will probably be on some of the other major search providers that seek to distribute their listings, the paid-inclusion crowd. Inktomi, Ask Jeeves, LookSmart, and FAST have products that can be hard to understand for advertisers and users. With Google more entrenched in the scene, they have suddenly become less compelling alternatives to Overture.”
