Unlockd takes on Google, delays IPO

​Australian adtech startup applies for an injunction against Google’s AdMob, which disables certain advertising content

Australian tech startup, Unlockd, has applied for an injunction against Google’s AdMob and postponed its imminent debut on the Australian Stock Exchange as a result.

Unlockd has applied for an injunction with the UK High Court to prevent Google from disabling AdMob-generated advertising content and removing Unlockd apps from the Google Play Store. The company alleges Google's move would significantly impact the startup's revenue, and it has postponed an IPO on the ASX while it pursues the legal options.

“Unlockd’s legal counsel has confidence that the threats made by Google to withdraw access and the supply of services in respect of Google Play and AdMob represent an abuse of its dominant position and breach of competition rules," the company statement read. 

“It is particularly striking that Google’s warnings emerged at a time of speculation around an Unlockd IPO in mid-April 2018. Google’s anti-competitive conduct is preventing Unlockd from raising capital to continue its rapid expansion and innovation, and therefore protecting Google from a growing and potential competitor.

“The IPO has been postponed pending the resolution of this matter. Notwithstanding the legal action, we continue to explore all possible avenues to find a solution that works for both parties and avoids unnecessary disruption to our partners and customers.”

Unlockd’s mobile rewards platform allows users to opt-in to view targeted ads, content and offers upon unlocking their smartphone, in exchange for rewards.

In February, Flybuys became the first loyalty program provider to join forces with Unlockd on its new Earn Wall, a feature within the vendor’s Rewards app that allows users to complete activities such as viewing videos and taking surveys, in addition to viewing ads when they unlock their phone. In return, users can collect up to 4000 bonus flybuys points every month.

Australia-based Unlockd already works with a number of streaming and telco providers in multiple markets globally, and partnered with the likes of News UK, Twitter, Yahoo, Facebook Audience Network, McDonalds, British Airways and Doritos. It also recently raised US$23 million in funding to help expand its presence in Asia.  

Unlockd and its partners seek to reward user’s attention by returning a portion of the advertising revenue back to users in the form of mobile data, credit off phone bills, entertainment content, or loyalty points. Since it began, Unlockd has returned over $15m worth of rewards to users.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

Is your marketing team adapting quickly enough to the COVID-19 crisis?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Great article. Well said!Https://www.virtualtradesho...Virtual conference

Curtis Okeefe

Can virtual events fill the digital conference gap?

Read more

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

We encourage you to share your thoughts on your favorite social platform. Digital Marketing Consultant HyderabadDigital Marketing Analyst...

Chaitanya Nandigam

CMO interview: Charting a new customer course at a NFP fintech

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Latest Podcast

More podcasts

Sign in