Protecting your Mark
06.21.2004

Keyword bidding (bidding for search terms on search engines) and adware (downloaded software that tracks where users surf and serves ads based on their behavior) are complicating the task of protecting brand names and trademarks online. There is not yet a definitive legal answer on the protection of trademarks in these practices, but one area that companies do have control is with affiliates (for example retailers or other partners). Companies can include lists of terms that affiliates can not bid on in their contracts to avoid bidding against partners when buying search terms. For other ideas on how to maximize the efficiency of your search engine marketing, contact us.