Uber is suing U.K. mobile advertising specialist Fetch for ad fraud, with the ride-hailing company said to be seeking $40 million in damages.
In a lawsuit reported by Bloomberg, Uber is said to allege that Dentsu-owned Fetch billed it for fake clicks on its online ads, in a filing at the U.S. District Court in San Francisco Monday. Fetch denies all allegations.
Uber is said to have noticed a problem when it canceled a campaign set to appear on the Breitbart News website, where ads were placed by Fetch, but they continued to appear on the site.
"With Fetch, we learned the age-old lesson 'buyer beware' the hard way. Fetch was running a wild west of online advertising fraud, allowing Uber ads on websites we wanted nothing to do with, and fraudulently claiming credit for app downloads that happened without a customer ever clicking on an ad," an Uber spokesperson said in a statement emailed to CNBC.