Overture - The Brand that was Never Meant to Be

Thread Description:
First we had GoTo.com, then Overture, now... Yahoo! Search Marketing Solutions
Pamela Parker reports for Clickz:

A little less than two years after Yahoo! acquired paid search player Overture, the portal is bestowing it with a new Yahoo! brand identity. Yahoo! co-founder Jerry Yang is expected to announce the abandonment of the Overture brand in his keynote address at the Search Engine Strategies conference in New York Tuesday.
The change, which will be implemented in the second quarter, is designed to further integrate the search marketing unit into Yahoo!'s advertising operations so it can cross-sell advertisers on all the portal's offerings.

Wow, you think they could get on the Threadwatch homepage anymore today? Whatever next...