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Expert Analysis

The Latest (And Greatest?) Case In The AdWords Saga

Law360, New York (August 29, 2011, 2:38 PM EDT) -- Internet users may take for granted the sponsored links featured at the front of their search results. Brand owners don't. They continue to file suits against the search engines for selling their trademarks, also known as "adwords," to whomever comes along with the best price — even if it's their arch-competitor. Google's "AdWords" program, the most widely litigated of the ad programs due to its liberal stance on use of others' marks, allows advertisers to bid on and purchase keywords — including competitors' trademarks — that trigger the display of ads or sponsored links in response to user search queries....

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