Plenty of consumers who use Google to look up information have long been complaining about the company selling their information to advertisers, but now it’s the advertisers who are complaining about Google’s practices.
In this case, the advertisers whose internet ads were placed via Google’s Adwords program, have filed a class action lawsuit alleging the tech giant deceived them about the placement of their ads. According to the lawsuit, the objective of the Adwords service is to place ads alongside relevant internet searches. For example, if someone looks up exercise tips, Google might place ads for local gyms and/or personal trainers alongside the search results.
Instead, the lawsuit alleges ads appeared on error pages and undeveloped websites, which are also known as parked domains. This type of placement does nothing to help the advertisers because only a few, if any, people will see their ads. In fact, such a placement can even hurt the advertiser if a frustrated consumer accidentally finds themselves on an error page or an undeveloped website and they associate the advertiser with a failure to maintain that website/webpage.
Companies pay to have Google post their internet ads in places where they’ll be seen by their target audiences, so if Google is instead placing these ads on unused websites and webpages, then the advertiser has paid for a service that doesn’t benefit them at all and may even harm them. Continue reading