RE: Chart16 Feb 2020 20:43
Not any analysis at all but as soon as Uber's case is history then we can expect further gains.
Do not forget that Uber's ad agency 'Fetch' was paid (2015-2017) based on key performance indicators (“KPI”), none of which required Fetch to police or prevent third-party suppliers’ ad-fraud.
Uber were well aware of this arrangement.
Fetch and Uber worked well together for over two years until January 2017, when a new team at Uber became responsible for the relationship. Members of the new Uber team, apparently looking to increase their stature within the company, began pointing fingers at Fetch and encouraging Uber to begin handling more of its mobile advertising services in-house.
All of a sudden, Uber stopped paying its bills for services that had previously been provided by dozens of suppliers that Fetch had arranged, despite misgivings drawn by Fetch, to the attention of Uber, who originally chose to discount them.
Fetch suggested to Uber that certain suppliers may be untrustworthy but this advice was ignored.
Then the new team arrived inside Uber and saw issues with Uber’s employees working on the Uber Campaign who were actively incentivized (by Uber) to order low-cost, low-quality media spend because of aggressive Uber internal targets regarding rider and driver acquisitions, the new team then objected.
Now that this new team at Uber has become responsible for the Fetch relationship, and Uber is looking for excuses not to pay its bills, Uber is asserting a revisionist version of all of this history. Uber seeks to blame Fetch for the risks it took on, and for responsibilities Fetch never had, advancing an incorrect interpretation of Fetch’s duties under the Agreement.
In short, Uber were happy to pay for cheap results despite warnings of the consequences and encouraged the situation which they later sought to blame Fetch for.
It remains to be seen whether Taptica (now Tremor) and many others, acted fraudulently or not.
Presumably Taptica (and others) could have supplied cleaner ad-traffic if Uber had demanded it but Uber were more concerned originally with it's own internal targets regardless, as long as it was cheap, and got what it deserved at the time.
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