Uber has decided to sue its mobile agency Fetch (part of Dentsu Aegis). Fetch has (as is so often the way with these things) reacted by counter-claiming against Uber. The nub of the Uber claim is that Fetch is guilty of two “crimes.” First, having negotiated a compensation package based on app downloads the agency has claimed the credit for downloads that Uber says were unrelated to the ads they placed. (Quite what techniques Fetch used to make their claims, or Uber used to dispute them is not clear. Most likely there was little marketing science involved.) Secondly, Uber apparently requested that their ads did not appear on certain sites -- including Breitbart. And yet it would seem that Uber ads did indeed grace the pages of Breitbart. So overall Uber maintains that its ads didn’t work as well as Fetch suggested they did; and secondly that the ads appeared where they shouldn’t have.