Who is who
Fourteen questions on the players, their feeds and who owns whom, checked as of October 2026. Ownership in this industry changes quickly, so the explanations give dates. intermediate · 14 questions
Question 1 of 14Score 0
Which company runs AdSense for Search and Related Search on Content?
All questions with answers
- Which company runs AdSense for Search and Related Search on Content?
Answer: Google. Both AdSense for Search and Related Search on Content are Google products, and the rules for them are Google's. Microsoft and Yahoo run their own, separate syndication programmes. - Tonic and ParkingCrew belong to which group?
Answer: Team Internet Group. Both are brands of Team Internet Group, the London-listed company formerly called CentralNic. The group was among the hardest hit when Google wound down AdSense for Domains. - Which company owns MapQuest, HowStuffWorks and the Dogpile metasearch engine?
Answer: System1. System1 bought HowStuffWorks and the old InfoSpace search brands, including Dogpile, in 2016, and MapQuest in 2019. It monetises its own sites and partners' pages with search feeds, and Dogpile is a metasearch engine. - Who is Yahoo's majority owner?
Answer: Apollo Global Management. Apollo bought about 90% of Yahoo from Verizon in 2021, and Verizon kept a minority stake of about 10%. Verizon is the tempting answer because it was the previous owner. Yahoo matters here as the supplier of the yahoo feed. - CodeFuel is the search monetisation business of which listed company?
Answer: Perion Network. CodeFuel is Perion's search division and was for years a major Microsoft Bing syndication partner, which is why the 2024 changes to the bing feed hit Perion so directly. - What did Outbrain do in February 2025?
Answer: It completed its acquisition of Teads and took the Teads name for the combined company. The deal closed on 3 February 2025 and the combined business trades as Teads. For arbitrageurs it remains one of the main native advertising traffic sources. It did not merge with Taboola, its long-time rival. - Sedo, the domain marketplace and parking company, belongs to which parent, which put it up for sale in late 2025?
Answer: IONOS. IONOS, the German hosting group, announced it would sell Sedo after domain parking revenue fell sharply. As of the latest reports we found, no buyer had been announced. - Ask Media Group, which ran Ask.com until the site closed on 1 May 2026, belonged to which company?
Answer: IAC. IAC bought Ask Jeeves in 2005. Ask.com closed on 1 May 2026, after Google did not renew the agreement that supplied its paid listings, and IAC left search. IAC has since renamed itself People Inc. (ticker PPLI from 4 June 2026). It is a sign of how hard the search syndication business has become. - What happened to the parking platform Bodis in January 2026?
Answer: It ceased operations. Bodis stopped its services on 31 January 2026, after Google's withdrawal from parked domain advertising removed most of the revenue behind parking. Customers had to point their domains elsewhere. - Under the 30-year deal announced in November 2022, which company received a stake of just under 25% in Taboola?
Answer: Yahoo. Yahoo took the stake in exchange for making Taboola the exclusive native advertising partner across its properties. The same native placements are a common traffic source for native-to-search buyers. - Overture, the pay-per-click pioneer that began as GoTo.com, was bought in 2003 by which company?
Answer: Yahoo. Yahoo, then Overture's biggest customer, paid about $1.63 billion. Overture's model of placing paid search listings on partner sites is the ancestor of every search feed today. - Which of these is a traffic source, not a feed provider?
Answer: Taboola. Taboola sells native ad clicks: the buy side. Tonic, System1 and CodeFuel all sit on the sell side, connecting publishers to search feeds. Keeping the two sides apart is the first step in reading this industry. - Which of these is a tracker?
Answer: RedTrack. RedTrack is a tracker, alongside tools such as Voluum and ClickFlare. Revcontent is a native ad network, Inuvo is a listed ad tech company with search partner revenue, and Sedo is a domain marketplace. - Which listed company cut its 2024 forecast after Microsoft Bing excluded a number of publishers from its search distribution marketplace?
Answer: Perion Network. Perion said the Bing changes caused a steep fall in its search advertising revenue and that the Microsoft agreement was no longer material to it. It is the standard case study in concentration risk on one feed.