Válka s klikacími podvody
18.08.2006When it comes to click fraud, search engines are on the defensive. In lawsuits, advertisers accuse Internet companies of failing to adequately guard against a practice that's lining the pockets of scam artists and artificially inflating ad rates.
Part of the problem, advertisers say, is that search engines like Google and Yahoo! aren't doing enough to stop click fraud before it happens. The companies dutifully screen for false clicks and reimburse advertisers accordingly. The methods ease the burden of fraud, but they're far from fail-safe.
Put another way, Internet companies are good on defense -- but need to bolster their click fraud offense. To do that, companies will need to change the so-called pay-per-click business model, whereby ad rates are determined by the number of times an ad is clicked on. That was the message from a host of Web startups, advertisers, and Internet service providers that gathered for a conference on click fraud in New York on Aug. 16.
Zdroj: http://www.cio-today.com/news/Waging-War-Against-Click-Fraud/story.xhtml?story_id=101009A5AIGVAutor: JP