DM News: Marketers Fear Search Engines Obtain Sensitive Business Information

Some marketers are getting nervous that search engines are learning a little bit too much information about their businesses, perhaps gaining the ability to use that information to squeeze higher rates out of businesses that are able to make search engine marketing very profitable. The terms of service for both Google and Yahoo explicitly allow them to use click and conversion data - when available - for their own purposes. An Overture executive said that Overture does not use conversion data against its advertisers, nor does it tout conversion rates to potential advertisers. Instead, the executive said, it uses the data to help form new applications, like its keyword matching application.