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Experts say issue of click fraud not improving
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Written by Daniel   
Saturday, 20 October 2007 09:41

Experts say issue of click fraud not improving
Industry watchers at Click Forensics say that companies running major online ad networks haven't lived up to their promises to better police against fraudulent traffic
By Matt Hines
October 19, 2007
InfoWorld

Companies like Google and Yahoo that control major online advertising networks have not met their pledge to aggressively ferret-out click fraud among their affiliate partners, driving growth of the problem across the entire Web industry, according to new research estimates.
Click Forensics -- an independent click fraud monitoring and reporting service that markets itself as an online version of the TV industry's Nielsen ratings system -- released its latest statistics tracking Internet advertising trends on Friday, and the group reported that the issue of fraudulent ad traffic continues thrive on the Web.



According to the company, roughly 16.2 percent of all online ad clicks were derived via click fraud during the third quarter of 2007 compared to a rate of 13.8 percent for the same period during 2006 and up from 15.8 percent of all traffic during the second quarter of this year.

Even more concerning, Click Forensics leaders said, is the report's finding that the average rate of click fraud -- most often carried out by software programs designed to mimic legitimate traffic -- continues to rise on major search engine networks, including Google's AdSense and the Yahoo Publisher Network.

Fraudulent traffic accounted for 28.1 percent of all ad hits on such networks during the third quarter of 2007 compared to 25.6 percent for the second quarter of this year and 21.9 percent for the first three months of the calendar, Click Forensics contends.

The research company also reported that more than 60 percent of all ad traffic coming from so-called parked domains -- typically used solely to funnel traffic to advertisers -- was observed as being fraudulent during the third quarter of 2007.   More    Comment in the Forums
 

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