CNET: Overture to upgrade analytics software

Overture's marketer interface for managing keyword campaigns will soon allow search campaigns from many platforms - including Google's - to be combined into a single search campaign management tool.

The upgrade to Overture's Keylime system signifies a new strategy in the paid search market share battle. Rather than trying to cover as many supply points as possible, locking in distribution agreements with major sites, Overture has turned its attention to the demand side of the business, currying favor with the buyers themselves.

The Keylime software allows marketers to keep track of their various keyword purchases and bids, managing the relationship between how much they spend on search advertising and how many revenue-bearing transactions result. Overture bought Keylime Software for about $10 million and assumed debt back in January.