×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Bing to allow third-party ads on trademarked searches

Published on .

Most Popular
Redmond, Wash.—Microsoft's Bing search engine will begin offering to advertisers the ability to buy paid search ads for trademarked keywords. The new policy will begin March 3.

The new policy will allow third-party marketers, resellers and channel partners—and even competitors—to buy search terms such as "Sony" or "Kodak" on Bing and the Bing-driven Yahoo Search, rather than reserving those terms only for the owners of the trademarks.

Google has allowed this practice since 2009, withstanding several lawsuits in the process from companies who own popular trademarked terms. Last year, Google began the same practice worldwide, after permission was granted by an international court.

In this article: