Search is crucial to marketing.

February 23, 2006

says David Verklin. OK, we get it. Incorporating search into a component of ad campaigns is something that AOL starterd way back in their AOL keyword days. We get that too.
What isn’t yet clear to me is what this is going to mean to advertisers at the end of the day. Asking users to type in “pontiac” at google is smart except that Mazda can buy the same keywords. So until advertisers wrestle control of their own trademarks back from the search engines a lot of their efforts to drive traffic are going to help their competitors….and of course, Google. At some point an industry group is going to join the legal battle on the trademark front or create an Advertisement portal of some kind to create some protections for advertisers.

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