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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great article!

Daniel Dan

What robotic process automation can do for marketers

Read more

We can deliver DIP N PAY JP54,JET A1,D2,FOB @Rotterdam CRUDE OIL CIF /DIP N PAY TANKFARM CHINA ,we have sellers that can work based on st...

JSafra Bank

Google+ and Blogger cozy up with new comment system

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in