Fetch Media Ltd Sues Uber

Fetch Media Ltd., a British mobile advertising agency sued Uber Technologies over its refusal to pay bills. Uber denied payment as it claimed the ads of the agency were posted fraudulently.

The advertising agency filed a lawsuit in the California federal court on Tuesday. The ride-hailing company sued Fetch in the same court in September 2017. It accused the agency for generating fraudulent ads and failure to return commission and rebates.

However, Uber dropped the lawsuit on December 22 after the case was handed over to U.S. District Judge Yvonne Gonzalez Rogers. It highlighted its interest to pursue the matter and related claims in the San Francisco state court.

Ad fraud, also known as click fraud, is a significant concern in online advertising. It occurs when automated programs imitate users by clicking ads.

Fetch, the Japan’s Dentsu Inc.’s London-based unit, outlined that the ride-hailing firm dropped its suit on concerns of defeat after handing over the case to Judge Rogers. The judge had looked after other federal cases and litigations of Uber.

In a lawsuit filed on Tuesday by Fetch, it requested that Rogers should oversee this case and ask Uber to pay its bill of more than $19.7 million for 2017.

The company said, “Fetch does not believe that Uber can avoid federal-court scrutiny of its incorrect contract theories so easily.”

Fetch blamed Uber for being a “faithless business partner,” and outlined the company had helped in tracking ad fraud though it was not required contractually.

Uber has not yet commented on the lawsuit filed by Fetch.