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.