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Idealab, an incubator of such new media startups as eToys and CitySearch, is turning the search engine paradigm on its head with the launch of a new site. GoTo.com, unveiled at the TED Conference in Monterey, Calif., over the weekend, makes all of its result positions available for purchase by Web sites.
Through an auction setup, sites may bid on the cost per click-through they will pay for a keyword, the term typed into a search form by users.
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