Thursday, July 13, 2006

Solving Click Fraud Sans Google

The question of whether or not click fraud can be battled by technology or a change in business strategy is a hot topic in the blogosphere this week. Just as a website or computer can't be infallibly protected from hackers and viruses, there will never be a perfect click fraud prevention, but certainly there is room for improvement.

While Google is spending resources on technical solutions, the company seems happy to wait until advertisers revolt, according to quotes found on ZDNet. That laissez-faire approach is convenient for Google which makes more money the longer it delays fully addressing the problem.

Advertisers should force the issue by refusing to participate in Google's network sites (where most of the click fraud occurs) until the company discloses the click fraud rates that it has experienced and adjusts what it charges advertisers accordingly. The problem won't self correct.

Security expert Bruce Schneier comments on Wired News that the pay per click model should be trashed in favorite of pay per action. That would defeat click fraud, but will probably take years to get advertisers to switch and develop sufficient actionable models.

Posted By Jason Dowdell at 01:26 PM
Permanent Link: Solving Click Fraud Sans Google | Comments (0)

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