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Updated Sunday, March 21, 2010 12:28 am TWN, AP

Google likely to win EU court battle over ads

LONDON -- Google looks likely to win a European high court battle over how it uses keywords in advertising — but legal experts say the issue is likely to keep rattling the search giant.

Rights owners have long comds the High Tech Law Institute at Santa Clara University of Law.

“Typically the U.S. is rather blase about foreign legal developments,” Goldman said. “So no matter what we hear from the European Court of Justice on Tuesday, it won't directly shape legal standards here.”

Google, the world's most popular search engine, makes most of its revenue by selling advertising triggered by words entered into its search bar. When a user searches for “shoes” or visits a partner site that mentions those words, advertising for footwear retailers often appear at the head of the search results or to the side.

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