Search: One-Third Of Brand Queries Experience Competitive Brand Bidding

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Competitive brand bidding isn’t new, but the practice goes largely unchecked across search. Managing trademark infringements is a difficult process and can become a drain on resources. These threats represent a risk to the equity of digital brands.

Adthena’s analysis, released Thursday, reveals that some advertisers face third parties that bid on their brand terms at high levels. Up to one-third of all queries now experience brand bidding, partly driven by 50% of advertisers that engage in competitive bidding on pure brand terms.

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