| Search Engine Operators to deal with fraudulent clickers |
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| Written by Administrator | |
| Friday, 10 June 2005 | |
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Clicklab, the anti-click-fraud service provider is
getting more and more complaints about fraudulent
clicking on sponsored listings on Search Engine Sites.
Both Google and Yahoo derive the bulk of their revenue
and profit from pay-per-click advertising - the
service whereby an advertiser pays every time a
searcher clicks through to his site when it shows up
as a search result.
Clicklab and other similar service providers are
estimating that as many as twenty percent of
click-throughs are fraudulent in some way. The motives
for the activity seem a little vague though - the most
common suggestion being that a retailer is trying to
undermine a competitors position by using up his daily
target number of clicks without any business being
done. The other suggestions is pure malice - one retailer trying to disrupt the advertising effort of another. With the price of a click-through reaching $100 in some cases, it's hardly surprising that the victims are getting angry. Clicklab is working on ways to detect fraudulent clicks examining up to 30 factors in the issue. The obvious ones include the length of time a clicker stays on an advertisers site and the frequency with which any one clicker visits a specific site. If there is evidence of fraudulent clicking, Clicklab are now able to send a pop-up to the perpetrator telling him his activities are being monitored and warning him of the possible consequences. There is also a facility for claiming back the cost of the false clicks from the Search Engine operators. Reuben Dunn |
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