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Doesn't sound like a huge change but you may no longer be able to bid on your competitors trademarks, even if you offer comparative information between your products and your competitors.
Will sites like Ebay, shopping & coupon sites still be able to bid on trademarks? That seems to be more of a grey area.
I am also concerned because even many of the products for which we "directly facilitate the sell" show ads that state "Compare," simply because the editorial Yahoos (pun inteneded) at YSM said we needed that to get our ads approved. Will we now have to rewrite all of those ads and resubmit ourselves to the hell that is the Overture editorial review process?
1 - Consumer searches for "Merchant A review".
2 - One of the paid search listings reads "Compare Merchant A to Merchant B"
3- They arrive at a landing page with an apples to apples comparison of Merchant A and Merchant B.
4 - The consumer is presented with more information, and makes an informed buying decision.
Each competitive trademark situation is unique, and requires an editor to make the call. Based on the past performance of the Yahoo editorial team, I would probably just come out with a blanket policy too.
"Yahoo! Search Marketing has determined that they no longer allow bidding on keywords containing competitor trademarks"
Where do you get that?
It allows (3) specific types of advertisers who are permitted use of other's tradmark;
2. Information Site, Not Competitive
3. Competitive Comparison Site
...(each type has conditions that apply)
Seems ethical and has plenty of room for creative 3rd parties.
Condition #3 ("Competitive Comparison Site") will be removed when the policy is officially implemented on March 1, but advertiser listings that qualify under the reseller or non-competitor information guidelines may be allowed, subject to Yahoo!'s discretion to accept or reject listings.
This has yet to be posted to Yahoo's website, but was sent in an e-mail to select advertisers.