A Head Above the Clickfraud Tide
When search Goliath Google settled a click-fraud suit with Lane’s Gifts last month, the search industry’s collective eyebrows went up. Maybe there was a problem.
Except no one knows how bad the problem is. The industry whisper number ranges from 10 percent to 30 percent of all clicks. And search providers insist they have mechanisms to keep it under control. But you can’t keep something under control if you can’t define it. The industry first needs to know what constitutes a fraudulent click and what constitutes an unqualified click.
