Embedded Match - the OTHER Keyword Match on AdWords
I just read this on Google AdWords Learning Center:
Embedded Match
Embedded match is a sophisticated form of keyword matching that allows you to prevent your ad from appearing in relation to certain phrase or exact matches. This is popular when an advertiser sells merchandise related to a movie or book, but not the actual movie or book.
Example: An advertiser selling Toy Story merchandise might use the embedded match option of a negative and exact match on -[Toy Story]. This way, the advertiser’s ads appear for Toy Story dolls and Toy Story products, but not for the exact match Toy Story.
How interesting… didn’t know about embedded match until now 
Lawrence Talent