Pay-for-performance search provider GoTo.com Monday says it is changing its name, its logo and its Nasdaq listing to Overture Services, Inc.

Executives say the GoTo.com ticker symbol will cease trading and the new stock ticker symbol of on October 8. In addition, Overture is also launching a new corporate Web site.

The Pasadena, Calif.-based company is best known for creating technology for Web publishers to run paid-placement search engines on their sites. Executives say the changes are a part of its new focus on affiliate partners and advertiser customers.

Not a bad focus considering the company has 45,000 advertisers and 62.5 million consumers who use its tens of thousands of affiliate partner sites.

The company also wanted to find a name that did not fit in the crowded list of "Go" sites such as Go.com, Go2.Net and Go2Systems.

This is just the latest in a string of companies who have dropped the dot-com from its name.

Companies like InfoSpace, AdAuction, Redladder and Gameplay have either changed their name completely or have just dropped their domain name suffix to appease investors who say the dot-com add-on has outlived its marketability.

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