GoTo.com, the US advertising-led search engine, launches in the UK this week. An integrated through the line campaign, “Who will be the first to tell you?”, will target UK online advertisers. The campaign challenges agencies to prove they are abreast of developments in online advertising. Traffic is driven to advertisers from partner sites that use GoTo’s results. Partners are paid every time a search is made. GoTo claims its model provides “highly relevant results to consumers, since all advertisers’ key search words and sites are manually checked for relevance”.