Google accused of ripping off digital ad technology in u.s. lawsuit

firstpost | July 16, 2019

Alphabet Inc's Google LLC was hit on Monday with a U.S. lawsuit alleging it copied a smaller firm's patented digital advertising technology. Impact Engine Inc filed the complaint in federal court in San Diego, California, alleging various Google online advertising platforms, including Google Ads and Google AdSense, infringed on six patents. The allegedly violated patents, granted to San Diego-based Impact Engine between 2011 and 2018, relate to so-called "programmatic creative" technology for rapidly producing and customising 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.

Spotlight

Newsjacking was the probably first big social media marketing trend which enabled you to potentially boost your brand awareness and reach by tapping into trends, but also required very careful planning, with many brands slipping up by either not understanding the trend before jumping in or tacking unrelated, poor taste, or simply uninteresting messages onto a trend in the hopes of getting attention. It's a delicate balance - you can either jump into a rising discussion and become a marketing hero, or fail miserably, maybe even harming your brand reputation.

Spotlight

Newsjacking was the probably first big social media marketing trend which enabled you to potentially boost your brand awareness and reach by tapping into trends, but also required very careful planning, with many brands slipping up by either not understanding the trend before jumping in or tacking unrelated, poor taste, or simply uninteresting messages onto a trend in the hopes of getting attention. It's a delicate balance - you can either jump into a rising discussion and become a marketing hero, or fail miserably, maybe even harming your brand reputation.

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Meld | July 04, 2022

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Kohl’s | July 22, 2022

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Warner Bros. Discovery to Slash up to 30% of Ad Sales Team

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