After Best Buy sued Rescuecom for using the same advertising tactics Rescuecom decried in its suit against Google, the PC support company makes peace with Google.
Firepond is reviving the legal tussle over whether Google should be allowed to sell ad keywords that are trademarks of a company to its competitors.
Google has prevailed in another lawsuit over its policy of allowing advertisers that don't own certain trademarks to purchase AdWords ads generated by those trademarks.
Search giant says it has modified its policy on trademarks appearing in keyword ads, allowing brand names to show up in AdWords copy.
Another lawsuit is pending over advertisers that bid on keywords involving trademarks they don't own, while also alleging Google has unfairly manipulated search results.
Policy reversal on trademarks in ad text could anger companies already sensitive about use of trademarks as search keywords, but could also allow retailers to make better ads.