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Uber has sued an advertising firm, Fetch Media, over allegations that the British firm and its Japanese parent company, Dentsu, fraudulently billed Uber tens of millions of dollars for various fake online ads.
According to the lawsuit, which was filed Monday afternoon in federal court in San Francisco, Uber first realized that something was wrong when, earlier this year, the company began receiving complaints that its ads were appearing on Breitbart, a well-known conservative news website. Uber had specifically requested that its ads not appear on Breitbart at all.
However, when Uber looked into the matter, “the publisher-reported name of the websites and mobile applications where Uber advertisements supposedly appeared did not match the actual URL accessed.

For example, one publisher retained by Fetch reported clicks on Uber ads as coming from placements such as ‘Magic_Puzzles’ and ‘Snooker_Champion.'”
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