Lawyers involved in the case said there were likely to be additional, and even larger, settlements with other technology vendors.

The firm does not accept research sponsorships from technology vendors.

The group's 500 member organizations include libraries, publishers, information suppliers, intermediaries and technology vendors.

Criticism has centered around concerns that this group could be used by incumbent technology vendors to stifle innovation.

"It's called hiring the wrong technology vendor to build the first site," he said.

"There was a recognition on the part of the technology vendors that selling Merrill more product won't help them."

Indeed, technology vendors trying to introduce new products or elbow past competitors engage in a game of cat and mouse.

Large ad networks include a mixture of search engines, media companies, and technology vendors.

"And it could negotiate better terms with technology vendors on a volume basis."

Other technology vendors say they have also seen growing demand from Web retailers for active chat services.