Taboola, Inc. v. Ezoic Inc.

CourtDistrict Court, S.D. New York
DecidedApril 17, 2020
Docket1:17-cv-09909
StatusUnknown

This text of Taboola, Inc. v. Ezoic Inc. (Taboola, Inc. v. Ezoic Inc.) is published on Counsel Stack Legal Research, covering District Court, S.D. New York primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Taboola, Inc. v. Ezoic Inc., (S.D.N.Y. 2020).

Opinion

UNITED STATES DISTRICT COURT SOUTHERN DISTRICT OF NEW YORK

TABOOLA, INC.,

Plaintiff, 17 Civ. 9909 (PAE) (KNF)

-v- OPINION & ORDER

EZOIC INC. and DWAYNE LAFLEUR,

Defendants.

PAUL A. ENGELMAYER, District Judge:

Plaintiff Taboola, Inc., (“Taboola”) brings this action for damages and injunctive relief against defendants Ezoic Inc. and its CEO Dwayne Lafleur (together, “Ezoic”), alleging, inter alia, tortious interference with four contracts that Taboola entered into with Internet website providers. Dkt. 26 (“First Amended Complaint” or “FAC”). Ezoic denies these allegations and, in two amended counterclaims filed against Taboola, alleges that Taboola has tortiously interfered with its contracts. Dkt. 54 (“counterclaims” or “ACC”). On June 21, 2019, Taboola moved to dismiss Ezoic’s amended counterclaims. Dkt. 56 (“MTD”). This Court referred the motion to the Honorable Kevin N. Fox, United States Magistrate Judge, for a Report and Recommendation. See Dkt. 50. Before the Court is Judge Fox’s February 21, 2020 Report and Recommendation, Dkt. 63 (“Report”), Ezoic’s objections, Dkt. 65 (“Objections”), and Taboola’s response to those objections, Dkt. 66 (“Response”). The Report recommends that the Court grant Taboola’s motion to dismiss Ezoic’s amended counterclaims. The Court adopts Judge Fox’s recommendation, for the following reasons. I. Background1 The Court adopts the Report’s detailed account of the facts and procedural history, to which no party objects. The following summary captures the limited facts necessary for an assessment of the issues presented. A. The Parties 1. Taboola Taboola is a provider of targeted digital advertising technology. FAC ¶ 12. It claims that

its content recommendation technology, or “Widget,” “reaches more than one billion [I]nternet users and offers more than 360 billion recommendations each month.” Id. Taboola enters into agreements with Internet publishers, such as CBS, USA Today, and The Weather Channel, to serve as the exclusive provider of content recommendations on the websites and digital properties that the publisher owns or operates. Id. ¶ 13. Specifically, Taboola provides publishers with the code for its Widget, which recommends sponsored articles and advertisements that are custom- targeted to the website’s visitors. Id. ¶ 14. This content, which Taboola funnels toward website visitors, may be provided by sponsoring advertisers, third-party publishers, or the website itself. Id. When a visitor clicks on a Taboola recommendation, she is directed to the website of the

(third) party that paid for the distribution of the content. Id. ¶ 15. That party pays Taboola based on the number of times that visitors engage with, i.e., click on, the sponsored content. Id. Taboola shares a percentage of these revenues with the publisher whose website prompted the visitor to engage with the promoted content. Id.

1 The summary is drawn primarily from the Report, the FAC, and the ACC. For the purpose of resolving the motion to dismiss under Rule 12(b)(6), the Court assumes all well-pled facts to be true and draws all reasonable inferences in favor of Ezoic, the counterclaim-plaintiff. See Koch v. Christie’s Int’l PLC, 699 F.3d 141, 145 (2d Cir. 2012). According to Ezoic, “Taboola is not a Google-Certified Publishing Partner or a Google Adsense Online-Certified Partner.” ACC ¶ 21. As such, its advertisement practices need not comply with Google’s strict policies regarding webpage content, click generation, and the amount of advertising content that can cover a publisher’s webpage at any given time. Id. 2. Ezoic

Ezoic is a “creator and provider of artificial intelligence applications for website owners, brands, publishers, and bloggers (its ‘Clients’) to improve their websites’ revenue by optimizing visitor experiences.” Id. ¶ 14. Among Ezoic’s services is its Ad Tester application, which evaluates different advertisement and webpage content layouts and optimizes them to improve visitor experience and increase a client’s advertising revenue. Id. ¶ 15. The goal of the Ad Tester technology is to determine website layouts that will increase the amount of time spent by visitors on a client’s webpage, thereby increasing the revenue generated through advertisements. Id. Unlike Taboola, Ezoic is a Google-Certified Publishing Partner and a Google Adsense Online-Certified Partner. Id. ¶ 18. To receive these certifications, Ezoic participated in Google’s certified partner programs and consented to Google’s Certified Publishing Partner Terms and

Conditions, the Google Services Agreement, and the Google Adsense Online Certified Partner Program Agreement (together, the “Ezoic-Google Agreements”). Id. As a certified partner, Ezoic can “use Google’s ‘Adsense’ technology to create advertisements and generate advertisement revenue for its webpages.” Id. However, the Adsense program comes with limitations: Users may not, for example, use the technology on webpages that contain, inter alia, adult and mature content or misleading news; advertise those same webpages; or use the program to artificially generate advertisement “clicks.” Id. ¶ 19. Adsense also may not be used on webpages composed of more than 50% advertisements or where the overall content of the page is otherwise low quality. Id. To access Ezoic’s Ad Tester technology, Ezoic’s clients must create an account, download the Ad Tester program, and agree to Ezoic’s Terms of Service, which are publicly available on its website. Id. ¶ 16. Clients can generate advertisements for their websites by leveraging any of the 300 advertising networks with which Ezoic maintains partnerships, or any other advertising network, as long as it is Google-Certified and compliant with Ezoic’s Terms of

Service. Id. ¶ 17. Ezoic alleges that its status as a Google-Certified Partner renders its Ad Tester technology incompatible with Taboola’s Widget. Id. ¶ 23. In other words, even if Ezoic’s clients are otherwise compliant with Google’s Adsense requirements, the installation of Taboola’s widget on a client’s website, Ezoic claims, can put both the client and Ezoic in breach of Ezoic’s agreements with Google. Id. This can lead to fines and the permanent termination of a website from Google’s Adsense program. Id. B. The “Client” or “Publisher” Contracts Ezoic’s first counterclaim concerns Ezoic’s and Taboola’s dealings with five website operators, which Ezoic refers to as “clients” and Taboola refers to as “publishers.” These entities

are: Média Sur 7, SwingxSwing, 24 Minutes, Muhanfeed, and Popdust (the “Clients”). 1. Média Sur 7 Ezoic alleges that it entered into an “agreement”2 with Média Sur 7 (“Ezoic-Média Sur 7 Agreement”) on March 26, 2018. Id. ¶ 25. Ezoic alleges that “[a]lmost immediately” after going live with its application on May 11, 2018, Média Sur 7 began receiving threatening calls from Taboola, prompting it to remove Ezoic’s software from its website six days later. Id. ¶¶ 27–28. Ezoic does not allege that Taboola mentioned Ezoic’s application, or Média Sur 7’s contractual

2 Perhaps tellingly, Ezoic does not refer to its asserted agreements with its clients as “contracts” in its factual allegations. obligations with Ezoic, in its communications with Média Sur 7. However, Ezoic points to an exchange that it had with Média Sur 7 in which the client claimed that it “cut [its advertising] level because [it] got a new phone call from [an] account manager at Taboola, they are threatening, can you cut off immediately? [A]ll the advertisements that you broadcast on the site st[o]p.” Id. ¶ 30. Ezoic alleges that “[b]ut for Taboola’s tortious interference, Média Sur 7 would not have

breached the Ezoic[-]Média Sur 7 Agreement. Média Sur 7 no longer utilizes Ezoic’s services.” Id. ¶ 34. 2.

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