Google has agreed to pay $100 million in cash to settle a class action lawsuit filed by advertisers, which alleged the company overcharged them through its AdWords program (now Google Ads) by failing to provide promised discounts and charging for ads outside the geographic areas that advertisers targeted. The settlement was filed on Thursday in a federal court in San Jose, California, and is pending judicial approval.
The lawsuit, which dates back to 2011, accuses Google of breaching contract terms by manipulating its Smart Pricing algorithm to artificially reduce discounts and failing to limit ad distribution as specified by the advertisers. The plaintiffs also claimed that Google’s actions violated California’s unfair competition law.
The settlement covers all advertisers who used Google’s AdWords program between January 1, 2004, and December 13, 2012. Google has denied any wrongdoing, stating that the case was related to changes made to ad product features over a decade ago.
Plaintiff attorneys may seek up to 33% of the settlement fund, as well as $4.2 million in expenses. The case required extensive evidence, including over 910,000 pages of documents and several terabytes of click data from Google.
