Stock Watch: GoTo.com Gets Bounce

GoTo.com, Inc. (Nasdaq: GOTO) rose 11 63/64 to 48 7/64 Friday after the company issued a statement saying it now has more than 25,000 advertisers and more than 20 million unique monthly users. The online marketplace operator compared those numbers to DoubleClick’s 4,400 advertisers and Yahoo!’s 3,550 advertisers, as of the end of 1999.

GoTo said its statistics have been underreported because audience-measurement firms like Media Metrix and NetRatings track users that arrive at a given Web site, but GoTo’s users tend to come through affiliate sites. Advertisers on GoTo bid for priority placement in search results, and then pay when consumers click on their listings.

GoTo is based in Pasadena, California.

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