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A Roadmap For The Wary Advertiser

Law360 (August 14, 2007, 12:00 AM EDT) -- With the ever-growing popularity of internet advertising, search engines have identified and maximized the opportunity to boost their profits by offering keyword advertising to companies throughout the world.

Keyword advertising is simple: a company may bid on and purchase keywords through advertising programs like Google’s AdWords or Yahoo’s Sponsored Search, and when a user types the keyword into the search engine, an advertisement for the company’s website appears as a “sponsored link” either next to or directly above the natural search results that are generated by...
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