Separating Search and Contextual Inventory: "Note: To determine if Overture traffic is from paid placement or Content Match, turn on the optional 'Overture Tracking URLs' feature in the DTC (or ask your search agency to). This allows your tracking or campaign management system to differentiate traffic and helps manage content listings against ROI or other post-click objectives. The Overture Tracking URLs feature is also used by campaign management and tracking systems to differentiate the Overture match type."

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OTU, one of my small babies at Overture, gets some press! Now, when will they catch on to the web services interface?!