Affiliates were among the earliest adopters of pay per click advertising when the first pay-per-click search engines emerged during the end of the 1990s. Later in 2000 Google launched its pay per click service, Google AdWords, which is responsible for the widespread use and acceptance of pay per click as an advertising channel. An increasing number of merchants engaged in pay per click advertising, either directly or via a search marketing agency, and realized that this space was already occupied by their affiliates. Although this situation alone created advertising channel conflicts and debates between advertisers and affiliates, the largest issue concerned affiliates bidding on advertisers names, brands, and trademarks. Several advertisers began to adjust their affiliate program terms to prohibit their affiliates from bidding on those type of keywords. Some advertisers, however, did and still do embrace this behavior, going so far as to allow, or even encourage, affiliates to bid on any term, including the advertiser's trademarks.
Founded in 1970, Urban Outfitters operates more than 200 stores in the United States, Canada, Europe and online. They stock their stores with what we love, led by their customer’s interest in contemporary art, music and fashion. UrbanOutfitters.com is home to their largest product assortment—an ever-changing and ever-growing collection of the coolest stuff around, from women’s and men’s clothing and accessories to apartment items and more.