Businesses nowadays spend a lot of money on ads online. These might be on Facebook or Instagram, Twitter or TikTok, and of course Google. It’s complicated – the old issues of marketing still apply of course (e.g., your business value proposition) – but there are new, technical issues. 
One of the most common problems is the use of keywords and trademarks. Often, party A offends party B by allegedly using its trademark in some nefarious way.
This can lead to one party suing the other party, and suddenly you are knee deep in issues that are very complex and extremely difficult for the average man in the street to understand. If you are an attorney and have been instructed by a client in a matter that leads to litigation, as an online advertising expert witness I can help you to understand what is going on and what it is all about.
The problem is that there is never anything straightforward in cases that involve SEO, Google Ads, and trademarks. Not only that, but when it comes to the day – or possibly days – in court, someone has to explain it in words of one syllable to the judge, the jury, and the lawyers for the other side, so that they can understand what is going on as well. In this situation they are simply the “man in the street” because they cannot possibly be expected to know all the ins and outs of SEO.
The Judge And Jury Are Not Experts
There are all sorts of things such as title tags, meta descriptions, keywords, KPI’s, analytics, and much more. The judge and the opposing side’s lawyers are just that – lawyers. They are not experts in search engine optimization and trademarks and cannot be expected to be. As for the jurors, they are literally the man or woman in the street.
This is why you need an online advertising expert witness such as myself, Jason McDonald, who not only understands what it is all about, but equally, is able to explain it to the judge and jury so that they can understand it as well. That means translating things such as KPI’s or meta descriptions into language that they can comprehend. If they don’t understand it, they are not in a position to make an informed decision.
As an online advertising expert witness, I not only have to understand it all – which I do, since a large part of my job is using it so that my clients can make the most of their advertising budgets – but it also puts me in a similar position to a teacher who has to explain something to a class of five-year-olds.
That means translating the complex into the simple, and that is what I am all about.
