Well, thanks to a Seattle locksmith it’s time to party like it’s 199…er, 2006.
That’s the last time we had any kind of click fraud lawsuit with any meat on its bones and now we get to see if 123 Lock & Key can open-up the door that was firmly closed thanks to a class action settlement.
123 Lock says in its court papers that it began advertising with Google last October, at which time it received around 15 clicks a day — a figure that remained stable through March. Between October and March, around 80% of the people who clicked through followed up with a phone call, according to the lawsuit.
Last March, however, 123 Lock began receiving between 100 and 150 clicks a day. “123 would often receive a flurry of clicks within a single minute,” the lawsuit alleges. “These clicks never converted into phone calls. Because of the click fraud, 123 was forced to cease advertising on Google.”
Don’t expect this case to be a lock for a favorable outcome. The key will be whether 123 Lock can establish a class action status and get others to pick apart Google’s click fraud failures as well. Unless that happens, I suspect this suit will come off its hinges.