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The European pay-per-click war

There is a battle raging over the control over the European pay-per-click search engine text ad market. The combatants are Espotting, Google AdWords and Overture.

Last week Espotting lost the Ask Jeeves UK account to Google, which was a serious, although not fatal, blow. Given that Overture has bought two important European players, AltaVista and the Fast Web search division, Espotting may soon find it hard to find major search sites and portals to carry its text ads.

Espotting is not giving up, though. Espotting has expanded its contextual advertising deal with Kelkoo, Europe's leading comparison shopping search engine, to cover a total of 30 "channels" (i.e. categories of goods and services) in four European countries: The UK, France, Germany and Spain. Espotting will deliver its top five results as "Top Sponsored Picks" on relevant Kelkoo channels.

At the same time Overture has announced that it is opening its sixth European office -- in Italy this time.

Source: Pandia.com.