Ask Jeeves to Get Branding Makeover

IAC/InterActiveCorp CEO Barry Diller says the company's latest acquisition will probably get a name change. He says either "Ask" or "Jeeves" will be the new name for the search engine but a final decision hasn't been made. Diller says Ask Jeeves has potential but the brand name needs reworking.

Keyword search advertising like Google has in place threatens to take away business from IAC's entities. Paid search advertising on Google is becoming more popular and can cut into the ad dollars other sites like IAC's used to bank on.

IAC bought Ask Jeeves Inc. for $1.85 billion in stock. The company also own sites like Expedia, Hotwire, Match.com, Ticketmaster and CitySearch.