Bing to allow third-party ads on trademarked searches

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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.

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