Both Overture and Google offer conversion tracking programs, something that's concerned some search marketers. What if they use that data to better see how much the market can bear? In addition, they have knowledge of what people are bidding on, ad budgets and tons of other information.
A questionnaire from Overture recently caused some marketers to wonder if the company planned to offer a service that would let competitors tap into this data, as covered in this DMNews article, Marketers Fear Search Engines Obtain Sensitive Business Information.
Both Overture and Google say any data would be used only in aggregate, not to help particular advertisers.
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