Yahoo today put a renewed focus on fighting click fraud by appointing Yahoo vet Reggie Davis as the new VP of marketplace quality. Davis has been in Yahoo's legal department for 7 years, with duties that included managing Yahoo's click fraud litigation. He has been tapped to lead a team of cross-functional groups focusing on click fraud and other quality issues.
John Slade, who had been Yahoo's most visible representative in its anti-click fraud efforts, will resume a product-focused role in building out future Yahoo ad products.
In discussing his new role, Davis also shared with SEW that Yahoo's "network discard rate," representing the average number of clicks (in aggregate) that its clickthrough protection filters identify, tag and do not bill to advertisers, is between 12 and 15 percent. Yahoo Steps Up Click Fraud EffortsYahoo!, Click Fraud, Prevention, Online Ads, Site Advertising