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Findwhat, Espotting, and Comet Systems, disparate properties which have been brought together through acquisition, will now come together under the Miva brand, the e-commerce storefront company that had also been part of the group.

For online businesses, there is a lot of heavy lifting to be done in the effort to gain new customers. Miva sounds like a nice quiet brand for that effort. Putting Comet cursors with shopping carts with PPC is definitely messy, but then, so is business consulting in general. As it's no longer a benefit to be seen in the financial markets as a big-ass "pure search play," the timing of this change to a steady-growth player in a variety of niches seems apt. The only difficulty there will be in getting press coverage, since writers won't know what to talk about. But FindWhat had its 15 minutes, so quieter organic growth makes perfect sense.

Links: Miva

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Andrew Goodman is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients' paid search marketing campaigns.

In 1999 Andrew co-founded Traffick.com, an acclaimed "guide to portals" which foresaw the rise of trends such as paid search and semantic analysis.