Moat Retaliates Against comScore in Viewable Impressions Patent Brawl
Sue us, will you? No, we'll sue you! Following comScore's blanket suing of its smaller rivals in the viewable impressions arena over eight supposed patent violations, one startup has fired back with a countersuit that also boldly accuses the digital measurement giant of fraud.
After procuring a patent from former ad tech player C3i, Jonah and Noah Goodhart's Moat has struck back at comScore, even using language from the company's recent patent battle with Nielsen to belittle comScore's position.
According to a thorough reporting job by Erin Griffith of Pando Daily, the fraud accusation regards comScore's failure to disclose its viewable impressions patent to members of the IAB's Making Measurement Make Sense (3MS) committee, which is charged with writing up the standards. "In so doing, comScore intentionally mislead Moat and the other IAB members," the suit argues. comScore has also filed against AdSafe and DoubleVerify.
Honestly the whole thing looks hella ugly – like a microcosm of the Apple-Samsung battle. While we won't try to predict the case's outcome, we can guarantee certain patent attorneys will bring home nice holiday bonuses this year… Possibly next year too!
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