PPC Fraud Fighters: Yahoo and Click Forensics Partner Up
Usually foes in the ongoing click-fraud debate, Yahoo and Click Forensics announce a joint venture. Plus, tips from the experts on battling bogus clicks.
|» PPC Fraud: Every Click Counts...Or Does It?|
Though details of exactly how the partnership will function aren't being made public, the companies did say that advertisers will be able to use Click Forensics to anonymously share information that could help reduce click fraud and that Click Forensics will be a "click auditor" and help advertisers better understand their click data. "We're not going to pick up a bat and swing it at Click Forensics and say, 'their wrong, their wrong, their wrong.' We welcome the opportunity to work with anybody who can bring value to the table and help us and our advertisers drive a better return on investment," Davis said. Despite the ground-breaking partnership between Yahoo and Click Forensics, when queried during a post-seminar Q&A, Davis still estimated the amount of click fraud on Yahoo to be between two and five percent, a fraction of what Click Forensics and other search data auditing firms have found. Davis blames much of the fraud on low-quality traffic, such as that spawned from social networking sites. For years, Google's Ghosemajumder has refuted Cuthbert's and other auditing company reports on the percentage of click fraud, implying they are scaremongering and grossly exaggerated. If Ghosemajumder was surprised by the news of the partnership, other than for several brief scowls, he appeared unfazed, and gave no indication that Google would be sharing its click fraud data anytime soon. A prize-winning debater, Ghosemajumder kept 'swinging the bat' at Click Forensics, maintaining as he always has that nearly all click fraud is discovered by Google's filters and amounts to single-digit percentages, nearly all of which is reimbursed to advertisers. Regarding the Click Forensics claim bogus clicks are up to 16.6 percent, (as reported in its Click Fraud Index,) Ghosemajumder said that Click Forensics data is gathered from a network of advertisers sensitive to click fraud. Paraphrasing marketing blogger Andy Beal's now-famous analogy, Ghosemajumder said it is like going into a hospital and asking who doesn't feel well: "Then assuming that the entire U.S. population is sick." Given its industry position and it net profit of 40 percent on paid advertising, Google's stance on click fraud is to be expected, 'ethics' notwithstanding. (Continue to Page 2 for Tips from the Experts on Preventing Click Fraud)
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