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What is game theory and can it be applied to PPC marketing?

What is game theory and can it be applied to PPC marketing?

1-800 Contacts is in trouble because it was applying game theory to improve their PPC results. The contact lens company allegedly struck deals that prevented rivals from bidding on PPC ads on Google and Bing using their trademarked terms and variants.

According to the FTC complaint:

Beginning in 2004, 1-800 Contacts secured agreements with at least fourteen competing online sellers of contact lenses providing that the parties would not bid against one another in certain search advertising auctions.”

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