Yahoo & Click Forensics partners to comabt Click Fraud

Yahoo is partenered with Click Forensics to combat click fraud. The partnership was announced at SES NY on the Auditing Paid Listings and Click Fraud Issues panel. Yahoo said: Click Forensics will allow advertisers to securely share relevant account information, such as site-side click behavioral data, with Yahoo!. Industry analysts like Dr. Tuzhilin have said that data […]

Yahoo is partenered with Click Forensics to combat click fraud. The partnership was announced at SES NY on the Auditing Paid Listings and Click Fraud Issues panel.

Yahoo said:

  • Click Forensics will allow advertisers to securely share relevant account information, such as site-side click behavioral data, with Yahoo!. Industry analysts like Dr. Tuzhilin have said that data such as this is helpful in identifying poor quality traffic, including click fraud.
  • With this deal, Yahoo! is the first search engine to cooperate with a third-party, such as Click Forensics, to obtain additional feedback and promote its goal of advertiser satisfaction and return on investment.
  • Click Forensics is the first 3rd party click auditor to work with Yahoo! in an effort to help advertisers better understand their click data.

First panelist will be Jon Myers, the Head of Search from MediaVest. He explains that everyone will be tight on time and the panel will be fast-paced. Not exactly great news for us live bloggers. Jon reminds us that it has actually been 3 years since the Lanes Gift and Collectables AdSense Click Fraud (CF) case. He claims that the refund was never really a great deal of cash for the plaintiffs.

He describes how people starting making “MFAs” (Made-for-AdSense) sites which are fake blogs which scrape bits and pieces form real blogs and the n host AdSense ads on them for income. In 2006, Eric Schmidt said “let it happen.” Shuman quickly corrected Eric on the Google blog and attempted to change the perceived message from his statement.

In 2007…botnet activity on the rise, click fraud is the new spam. A significant part of the click fraud traffic comes from botnets and MFAs. He shows a couple illustrative slides and talks about how it can be considered Google vs Yahoo in their efforts to combat fraud, or “them” collectively versus us (the internet marketers). At this point, we all agree that the problem exists and that advertisers should not have to pay for CF.

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Yahoo!, Click Fraud, MFA, SES