Page "Inktomi" Paragraph 4

In earlier acquisitions Inktomi acquired C2B and Impulse Buy Networks, both companies which had pioneered the comparison shopping space and that had pioneered the performance-based marketing market, with over 4 million products registered in the service in 1998, and serving millions of merchandise product offers daily across 20, 000 websites including Yahoo !, MSN, and AOL shopping.

Merchants paid a percentage of sales and or a cost per click for traffic sent to their websites — ultimately this model became known as pay per click and was perfected by Google and Overture Services, Inc.