Sponsored Links emerged in 1998, when businessman Bill Gross created the company Goto with the resource of word auction. After that, in 2001 there is a change in its name to Overture, at which point Google decides to enter into an agreement and pays US$300 million to use them with its main advertising strategy.
From this moment on, competition emerged from Cadê (a company owned by Yahoo), which around 2002 began to market sponsored links in Brazil. Consequently, in 2004, Overture was purchased by Yahoo for a sum of US$1,6 billion. This was when, in 2005 and 2006, UOL was already launching sponsored links by subject, profile, and keyword, the so-called contextual links widely used, for example, in marketing strategies. Google Display Network.
