"For example, we noticed a major search engine would not return a large airline's homepage when the airline's name was given as a query. It so happened that the airline had placed an expensive ad, linked to the query that was its name. A better search engine would not have required this ad, and possibly resulted in the loss of the revenue from the airline to the search engine."
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If you go and search "Delta" today on Google, the top result is an advertisement for Delta that points to delta.com.
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If you go and search "Delta" today on Google, the top result is an advertisement for Delta that points to delta.com.