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Google wins first battle in trademark war

Google, Inc., can continue to sell advertising to competitors of Geico Corp. who use Geicos trademarked name in their ads, a federal district court in Virginia has ruled. Advertising based on Web search keywords is a significant and lucrative part of Googles business. In the third quarter, about half of Googles revenue of $805 million came from keyword advertising, a......

Full article >>> ell its trademark as a keyword to anyone other than Geico allowed Google to take advantage of the goodwill generated by Geicos 75-year history and its millions of dollars in advertising. Google argued that keyword advertising using anothers trademarks was no different than the use of a competitors name in an advertisement.

The touchstone for trademark infringement is whether the use objec......

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'"/> By Rob Petershack 12/20/04

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