SAN FRANCISCO, CA – Yahoo Inc. announced on Tuesday it will rename its Overture Web search advertising subsidiary under the main company brand.Overture was acquired by Yahoo in 2003 for $1.7 billion. Starting early next quarter, Overture Services Inc. will be called Yahoo Search Marketing Solutions in the United States and several international markets.

Overture became one of the internet’s most significant companies by developing an advertising system that turned online search engines into moneymaking machines. Advertisers spent an estimated $3.8 billion on search engine marketing last year.

Along with rebranding Overture under the Yahoo name, Yahoo will also simultaneously launch a new U.S. Advertising Solutions Center, where businesses can purchase search advertising. Yahoo Search Marketing Solutions will also feature Content Match and Local Match, the contextual and local advertising search services offered by Yahoo.

The rest of Overture’s international markets will be renamed at a later date, although Japan and Korea will retain the Overture name.