Court Denies Yahoo Request To Move Trademark Case

The 5th U.S. Circuit Court of Appeals in New Orleans rejected Yahoo's bid to move the trademark suit brought by American Airlines in a Texas court.

One has to wonder how long it will be before Yahoo settles with American Airlines, like Google did last year. If the case goes to court and Yahoo loses could it create a change in all paid search?

Google no longer runs ads for any of American Airlines' trademarks - though they do carry ads for companies advertising on other airlines' names. But Google settled and no precedent has established."Each side agreed to pay its own legal fees, and American recovered nothing from Google, according to an order signed by Judge John McBryde," USAToday reported.

"Sunnyvale, Calif.-based Yahoo wanted the case transferred because its sponsored search agreement says any disputes must be settled by courts there or another site picked by the company," local ABC TV reported. But the court found that did not apply to the lawsuit.

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.