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

Oluwatofunmi Ayodeji Posted by Oluwatofunmi Ayodeji

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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About the author

Oluwatofunmi Ayodeji
Oluwatofunmi Ayodeji
Oluwatofunmi is a Marketing Intern at Adthena from The University of Greenwich. She works alongside Lorna Gill helping with social posts, events, emails, content and more. Her hero is Bill Gates and would love to meet him one day.