Wednesday 19 March 2008

Yahoo and Click Forensics launch anti-fraud click partnership

Yahoo has joined up with third party click auditing company Click Forensics to ward off click fraud.

The arrangement will be the first partnership between a search engine and an online auditor, and will see the companies share pay-per-click advertising data and work together to identify fraudulent clicks.

The "additional advertiser feedback" given to Yahoo provided by Click Forensics will help improve traffic quality, said Reggie Davis, vice president of marketplace quality at Yahoo, speaking at the Search Engine Strategies conference in New York which was held on Monday (March 17th).

Tom Cuthbert, president and chief executive of Click Forensics, added: "This means we're going to work together on your behalf to identify and find these bad clicks. I applaud Yahoo in taking a really bold step in working with a third party."

A report by Click Forensics, released in January, found that the overall click-fraud rate for the online advertising industry in the last quarter of 2007 was up by 2.4 per cent to 16.6 per cent from the same period the previous year.

Category: PPC

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