Brands rethink search strategies as Google shifts trademark policy
Major brands including Barclaycard are set to rethink their search strategies due to last week's change in Google's trademarking policy, according to sector specialists.ISBA, the advertising trade body, said that the decision by Google to allow competitors to bid against trademark keywords within search results would be a setback for brands and that Google wasn't going to be looked on favourably.Bob Wootton, ISBA director of media and advertising, said he had been contacted ...
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