Click Fraud: Yahoo pledges quality, what about audits?

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3rd Party Click Fraud Audits -- Why ?

3rd Party Click Fraud audit requests have been an ongoing topic of discussion for nearly 5 years now, since Click Fraud was first discovered by Click Defense, Inc. The news of Click Fraud just now making it's way to Headline news; from Class Action law suits to direct law suits are simply the means to force the complacent Search Engines to finally establish tighter policies on the pay per click syndication model.

Finally it is clearly evident that the Search Engines are not only biased to their internal reporting mechanisms that detect and abate Click Fraud, but also how they actually remunerate detected fraud back to their advertisers. I am pleased to see that Yahoo is finally open minded to conforming to a protocol that will begin to satisfy it's advertisers for Click Fraud retroactively. The longevity of the pay per click model depends on a on going effort to implement ways to abate Click Fraud. Click Forensics which uses a reseller based application to detect Click Fraud after the fact by scanning log files is a skewed statistical model that on average can miss up to 40% of qualified clicks. Any type of 3rd party audit will have to be comprised of a two phase system that collects data both by server, web site, and by log then to scrub and flush out the results to have the highest accuracy rate.

Posted by: clickdefense   Posted on: 03/28/07 You are currently: a Guest | Members login | Terms of Use

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