Date
17 August 2019
A San Diego-based firm has alleged that Google online advertising platforms, including Google Ads and Google AdSense, infringed on six patents. Photo: Reuters
A San Diego-based firm has alleged that Google online advertising platforms, including Google Ads and Google AdSense, infringed on six patents. Photo: Reuters

Google accused of ripping off digital ad technology in lawsuit

Google was hit on Monday with a US lawsuit alleging that it copied a smaller firm’s patented digital advertising technology, Reuters reports.

A firm called Impact Engine filed a complaint in a San Diego court alleging that various Google online advertising platforms, including Google Ads and Google AdSense, infringed on six patents, the report said.

The allegedly violated patents, granted to Impact Engine between 2011 and 2018, relate to so-called “programmatic creative” technology for rapidly producing and customizing online advertisements.

According to the complaint, between 2005 and 2007 Google employees expressed interest in partnering with Impact Engine’s co-founders, who disclosed prototypes, documents, and source code.

Impact Engine alleged that, after a series of meetings between the companies, Google copied its intellectual property instead of creating a business partnership.

The lawsuit does not include any claims other than patent infringement.

“We cannot stand by any longer and watch while one of the world’s largest and most valuable companies infringes upon our IP and profits from our hard work and creative inventions,” Impact Engine CEO Neil Greer was quoted as saying in a press release.

“We are determined to enforce our intellectual property rights and to protect our innovations, for Impact Engine’s own sake and for the sake of other young companies who might be victimized by behemoths such as Google.”

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RC

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