The district court correctly analyzed the advertisement texts, and concluded that the text did not clearly identify the source, which could have led to consumer confusion. However, the Ninth Circuit Court found that the advertisements for both Google Search and Microsoft Bing were segregated from the search results, and were labeled as "sponsored links", so confusion was less likely. Conclusion This was an important case for keyword advertising since the opinion strongly suggested that keywords involving trademarks were not infringing. In addition, the opinion of the Ninth Circuit Court suggested that previous court case rulings involving trademark infringement on the internet depended too rigidly on specific factors, and did not consider the whole picture in the context of new emerging technologies. The results of this case will make it more difficult for future plaintiffs complaining about trademark infringement with keyword advertising. References Further reading . United States trademark case law 2011 in United States case law United States Court of Appeals for the Ninth Circuit cases