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On Thursday, Google’s AdWords advertising sales for trademarked names and competitive business terms was being challenged again in the court rooms, this time in France. AXA, the world’s No. 3 insurer, is taking Google to court next month in the latest trademark challenge to threaten the heart of Google’s business model advertising.

AXA, which posted $86 billion in revenue last year, is the largest company yet to take the keyword “hijacking” and trademark targeted advertising controversy into a legal court. A ruling may have a large effect on the way Google serves targeted AdWords ads in the EU.

In other news, Overture and Mooter have entered a two-year agreement which will see Mooter's fledgling search portal carry the Yahoo-owned, pay-per-click advertising supplier's sponsored listings placed alongside its own. Australian Web search start-up, MooterSearch has moved to monetise its online search portal, mooter.com.au.

MooterSearch, which launched its search engine in October last year, has secured a deal with paid search listings provider Overture. MooterSearch is one of a growing number of search minnows nipping at the heels of Google and Yahoo.

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