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Contextual advertising - a free ride for infringers?


Nishchal Anand and Lakshmi Kruttika Vijay

You need a new phone and you want to search for the ‘best available options’. What do you do, and what are the risks? Nishchal Anand and Lakshmi Kruttika Vijay explain.

In this click-button age, the first thing you would do if you lost your phone is go online, open a search engine and type the name of the most common brand of phone you know. But then what happens? The first option that pops up on the search engine is not the most common brand, but the second most common brand of phones.

You are slightly confused and wonder, as it has been a long time since you subscribed to that cool gadget magazine, whether this is now the ‘best available option’. So, you click on the link and purchase the second most common brand of phones, which you now believe is the most common brand.

You have just become a victim of a ‘contextual advertisement’.

contextual advertising, keywords, ISPs, online, AdWords, Google


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