Perspective
Mar. 30, 2011
Keyword Advertising: A Click Away from Legitimacy?
Factors to consider when purchasing a competitor's trademark as a paid keyword. By Andrew M. Abrams of Fish & Richardson PC.
In order to succeed in the competitive world of Internet commerce, businesses must increasingly rely upon some form of keyword advertising, also known as sponsored search, contextual advertising, or pay-per-click advertising. In recent years, the common practice of purchasing a competitor's trademark as a paid keyword has come under scrutiny in a number of high-profile legal cases.
Two major keyword decisions have been issued in...
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