While many companies exist in this space, Google AdWords and Yahoo! Search Marketing, which was formerly Overture, are the largest network operators as of 2006. In the spring of 2006, MSN started beta testing their own PPC service, MSN adCenter. In recent years agencies have also arisen to facilitate the use of pay-per-click advertising, such as Latitude White in the UK, leading to refinements in the keywords-matching system.
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