Overture has settled a trade mark action brought against it and
rival search engine Google over the sale of the terms "Geico" and
"Geico Direct" in keyword advertising, according to a report by
MediaPost. The case against Google continues.
Insurance firm Geico sued the two companies in May over the sale of its registered trade marks as a sponsored search term.
Keyword advertising is a large source of revenue for search engines. It works by allowing advertisers to sponsor particular search terms so that, for a fee, whenever that term is searched the advertiser's link will appear next to the search results.
Trade mark holders have filed several actions against search engines offering the service.
According to a MediaPost report, Overture has settled on terms that do not require the Yahoo! subsidiary to change its practices. Google's case, however, is scheduled for a court hearing on 13th December.
