FETCH CEO: Uber's allegations are 'unsubstantiated, completely without merit, and purposefully inflammatory'

FETCH CEO: Uber's allegations are 'unsubstantiated, completely without merit, and purposefully inflammatory'”

Under-fire Fetch has vowed to "set the record straight" over legal charges filed against it by Uber, with the Dentsu Aegis agency alleging the ride-hailing service had stopped honoring payment terms and refused its counsel on fraud reduction.

According to a report from Bloomberg, Uber is seeking at least $40 million in damages. Suspicions of fraud were apparently first raised early in the year when Uber asked Fetch to stop posting ads on all networks associated with Breitbart News, a far-right news and commentary website that famously supported Donald Trump's presidential campaign last year. Examples of nonviewable ads have included ads appearing lower on a website that a user never scrolled down to them or ads that are so small that they are indecipherable by the human eye. According to the lawsuit, it was supposed to be compensated only when ads successfully led to Uber app downloads.

Uber discovered the issue when canceling a campaign on Breitbart News, where Fetch had been placing advertisements for the company.

Fetch pulled networks that had relationships with Breitbart, but the move did little to affect the number of people downloading the app. Uber pays ad networks, including Fetch, a fee when potential customers download their app after seeing an advertisement.

Fetch's parent company Dentsu is not named in the lawsuit. The Drum has contacted the adervertisers but was awaiting comment at the time of writing.

"We are shocked by Uber's allegations which are unsubstantiated, completely without merit, and purposefully inflammatory so as to draw attention away from Uber's unprofessional behaviour and failure to pay suppliers", said James Connelly, chief executive of Fetch, in a statement. "By building new data into our buying process and enforcing more control with the supply chain of media, we are ensuring that we maintain competitive advantage and continue to deliver the very best solutions at the most optimal price". By leading the market and working with key partners like Forensiq, Fetch is already saving significant advertising dollars from fraudulent activity.

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