Solving Google and Yahoo Eternal Click Fraud Problem

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• by Boris Mordkovich in Click Fraud
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About the Author

Boris Mordkovich (13 Posts)

3 Comments

1. Kevin Embree says:

   June 14, 2007 at 12:50 pm

   We completely agree and “just trust us” is no longer cutting it. Advertisers need to demand a “phone bill” type of log which enables them to reconcile their ad click activity – for many different click quality reasons. Search engines are not moving fast enough to eliminate obvious click fraud and click quality issues (e.g. bots, competitor clicks, non-converting MFA sites, no referrer ad traffic) negatively impacting the ROI of advertiser campaigns. Advertisers need to audit their ad click activity on a regular basis, consider the use of 3rd party auditing tools and services to mitigate click fraud and click quality issues, and present their reports and findings to the engines during regular account review meetings.

   Kevin Embree
   SVP, Product Strategy
   Click Forensics
2. Boris Mordkovich says:

   June 14, 2007 at 1:57 pm

   Kevin,

   Thanks for your input.

   I know that ClickForensics is definitely working well towards that goal.

   Boris
3. Neil Matthews says:

   August 23, 2007 at 5:03 am

   Over and above what you say, I would like to see the search engines independantly audited on a regular basis and reports produced for the advertisers on the quality of their controls.

   There seems to have been very little auditing of click fraud techniques at the search engines, Alexander Tuzhilin’s report is the exception.

   I think a big step forward would be for the search engines to engage the services of independant auditors, the big four accountacy firms spring to mind. Their task on an annual basis would be to prove that their controls are adequate.