DataPop's founders have played critical roles on the teams that led the development of the online ad industry at Overture Services, Yahoo!
And last year they bought Overture Services, a search listings service, to provide advertising.
He later changed his company's name to Overture Services, which Yahoo purchased for $1.63 billion in 2003.
Much of Yahoo's growth has been fueled by acquisitions, especially its purchase of Overture Services, which was completed in October 2003.
Yahoo realized that its existing software had limitations shortly after it paid $1.6 billion in 2003 to buy Overture Services, the company that invented search advertising.
In February 2003, AltaVista was bought by Overture Services, Inc.
Shares of Overture Services, a Google rival, fell $2.80, or 9.6 percent, yesterday as investors assessed the new Google service.
When the company changed names to Overture Services, it sued Google over alleged infringements of the company's pay-per-click and bidding patents.
Yahoo, the big Internet portal, announced yesterday that it would buy Overture Services, an Internet search listings service, for $1.63 billion in cash and stock.
Trying to separate itself from other sites, the Internet search service GoTo.com said yesterday that it would change its name to Overture Services.