Marketers should push back against Google's ad practices, by demanding that they be permitted to use AdWords data for other purposes and by calling for the online giant to stop letting rivals bid on search terms using their brand names, Microsoft deputy general counsel Mary Snapp said at an industry event. Google spokesman Adam Kovacevich said the company strives "to compete fair and square, and our policies are intended to provide users with the most relevant results possible and give advertisers the best possible return on their investment."

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