Developing Click Fraud Standards: Tom Cuthbert (Spring 2007)

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As President and CEO of Click Forensics, Tom Cuthbert is responsible for all facets of the operation, product development and marketing for the company’s industry-leading solutions for detecting unwanted clicks. His deep interest in technology and natural curiosity combined with his business and marketing experience fueled his interest in the Internet in 1997. He has been on a quest to quantify advertising success and pinpoint campaign ROI ever since.

Andrey: Thank you for taking the time to answer a few of our questions, Tom. Please tell us a little about your background and how you got involved with pay-per-click advertising and click fraud, in particular.

Tom: Click Forensics is a spin-out-of a-web analytics firm, Optimal iQ.  I co-founded OiQ in 2000 after spending many years in business with a marketing emphasis. As the son of a PhD EE, I grew up around computers and was a very early adopter of the Internet.  My fascination grew when I realized that the web would be a terrific way to reach consumers. We began noticing anomalous click behavior back in 2002, and that was the genesis of the rating engine and algorithm that powers Click Forensics today.