The United States District Court for the 9th Circuit has reversed and remanded the summary judgment granted by the district court to Netscape Communications (Netscape) and Excite in a case of “keying” brought against them by Playboy Enterprises (Playboy). Both defendants were found to have infringed and diluted Payboy’s “Playboy” and “Playmate” registered trademarks. “Keying” is a practice that allows advertisers to target individuals with certain interests by linking advertisements to pre-identified terms, lists of which were found to be kept by Netscape, and to include the aforesaid trademarks in the case at hand. Thus a person conducting a search using either word have had banner ads for adult-oriented material appear on her screen, which are neither related to Playboy nor labeled properly indicated their source, which results in consumer confusion and .capitalizing on its good will.