Defunct advertising startup Unlockd is taking its antitrust war against Google to the Ninth Circuit, hoping to revive a lawsuit that paints the tech giant as a monopolistic overlord—one that allegedly lured Unlockd into dependence before pulling the plug.
On Thursday, Unlockd Media Inc. Liquidation Trust formally notified the California federal court that it intends to challenge the ruling that permanently dismissed its case. The notice was brief, providing no further details, but it sets the stage for a high-stakes battle that could shake up the digital advertising landscape.
Google’s Alleged Bait-and-Switch
Unlockd’s lawsuit tells the tale of a promising startup that found a creative way to monetize the simple act of unlocking a smartphone screen. According to its September 2021 complaint, Android users unlock their phones an average of 76 times per day. Unlockd seized on this moment, displaying advertisements that rewarded users with points redeemable for streaming discounts or in-app perks.
The startup relied on two major Google platforms—Google Play Store for app distribution and Google AdMob for securing advertisers. However, just as Unlockd was preparing to go public, it claims Google abruptly shut it out, citing policy violations.
Locked out of its primary revenue sources, Unlockd’s business crumbled. “Without access to these two critical platforms, Unlockd was doomed,” the company stated in its lawsuit.
