• ClickZ, Friday, July 17, 2009 2:15 PM

Kevin Lee make a prediction: "trademark holders will increasingly mandate search engine bidding rules within their distribution contracts in response to trademark policy changes being made by the search engines." He evaluates Google's decision to change trademark policies and looks at related PPC ad issues from an advertiser/marketer perspective, with an attempt to see search engine, consumer, and regulatory perspectives, too.

The biggest change in Google's policy is that it allows companies selling a trademarked product or service to bid on that trademark and include the trademark in the ad, according to Lee.

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