Re: Estee Lauder sues Excite over keywords
It is no uncommon practice for an advertiser to purchase
keyword rotation on a competitor's name. But every search
engine I've ever dealt with has always stressed the caveat
that if such a buy is made, inventory is immediately pulled
and given to said competitor if that competitor wishes to
have the inventory. Though this is admittedly foggy
territory, I don't see that Excite or Yahoo or any other
search property is infringing upon Estee Lauder's copyright
if an ad is presented for a competitor on the search results
of the Estee Lauder name. Estee Lauder still comes up in
the search results. And there is nothing preventing EL from
purchasing inventory on the SE that would in turn secure
their company name. Seems like a company whose competition
outsmarted them is just crushing sour grapes. The planner
for EL should have locked up the Estee Lauder search
inventory ages ago!
Jim Meskauskas, Sr. Media Planner
MEDIASMITH
jimm_at_mediasmithinc.com
555 De Haro St., Suite 360
San Francisco, CA 94107
Phone: 415-252-9339x230
Fax: 415-252-9854
http://www.mediasmithinc.com
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Received on Thu Feb 04 1999 - 10:53:03 CST
