Google’s original business model was reliant on SERP ads. Now, they’ve expanded their revenue base somewhat, but their primary focus is still on ads found either on the SERPs or their content network. The content network is such a broad thing, though, that it’s caused issues — including some lawsuits. In a recent case of just such a nature, Google is being asked to release personal data on previous advertisers, something they’re trying their best not to do.
According to a report over at Search Engine Land, the case went something like this. As a part of Google’s content network, the company allows users to add AdSense (essentially the SERP ads, only on their web page) on empty domain names or even error pages. This caused several of the advertised companies to become upset, and six of them decided to press a lawsuit against Google for putting them on “low-quality web pages.”
Google’s defense was to cite the fact that their program’s costs are based around the quality of the content network where ads are being displayed, and further stating that parked domains can function as fully viable advertising mediums. As part of this claim, they released several studies of clients who had been met with excellent success — primarily in the form of very passable click-through and conversion. These clients, who were anonymous in Google’s report, may now have their information revealed.
The Federal Judge Howard R. Lloyd determined that the names of these advertisers would need to be disclosed so the court could determine whether the examples given were typical or exceptional. Lloyd stated that this information would need to be provided by December 22nd. Well, it’s been a while now, and Google’s still fighting against the order, standing firmly on the grounds of “information confidentiality” — though who knows how much of an ulterior motive they have in this case.
