Overture introduces Advanced Match

Posted: September 21, 2004

Similar to Google’s original broad match (not expanded broad match), Overture has introduced a new matching option that will help advertisers reach more audience members.

It is suppose to be a ‘back-fill’ sort of match, where exact matches will show first, and then advanced match options will be filled in afterward (i.e. if you bid $1.00 on widgets, and someone else bids ‘$0.50 on ‘blue widgets’ the ‘blue widget’ bid will have a higher placement regardless of the bid).

However, in the past when we’ve seen new features introduced by anyone where there is money left on the table, in the future this type of pricing option is changed to highest bidder. Only time will tell how this matching option stacks up over history.