Search engine startup to auction listings

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Search engine launched Feb. 21 with a real-time auction ad model that's sure to turn heads. Founded by idealab!, a Pasadena, Calif., venture that assists digital startups, GoTo is selling its search results with a model that will let advertisers bid for the highest placement in keyword results. Marketers pay per click, with all search results sorted by bid; every result will bear the price of the bid and results will be updated every 15 minutes.

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Copyright February 1998, Crain Communications Inc.

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