34 In the case of an alleged infringement of a national
trade mark registered in a Member State because of the display, on the search engine website, of an advertisement using a keyword
identical to that
trade mark, it is the activation by the advertiser of the technical process displaying, according to pre-defined
parameters, the advertisement which it created for its own commercial communications which should be considered to be the event giving rise to an alleged infringement, and not the display of the advertisement itself.