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| Click Fraud Convenes Ad Tracking |
| Written by Anne Torres |
| Saturday, 19 September 2009 13:10 |
|
The Internet has nothing to prove when it comes to being the most significant communication technology development of the 21st century.
The Internet has nothing to prove when it comes to being the most significant communication technology development of the 21st century. What used to take ages of research now come to the surface with just a few clicks of the mouse. What used to be comfortable now barely cost a thing and people who were once unreachable simply are not anymore. The comforts and pleasures of this technology are nothing short of radical and put us way ahead of our time. However, as with any of man's useful inventions, it has not escaped abuse. One of the more serious forms of this abuse is click fraud, a type of Internet scam that has escalated to criminal amounts in many jurisdictions across the United States. The offense involves a person or specially designed computer program clicking on a pay per click online ad without actual attention in the website to which it is linked. The main object of the fraud is the click itself because it makes revenues for advertising networks and publishers while wiping out an advertiser's coffers. Click fraud is an Internet crime that feeds on pay per click or PPC advertising in which webmasters (website operators) publish advertisers' clickable links for for free until the links are actually clicked and the webmaster gets to collect a commission. A few years ago, PPC advertising birthed a whole new industry that grew even bigger with a number of advertising networks now assuming the role of middlemen between the webmasters as publishers and the advertisers. With this new scheme, the advertising network gets to charge the advertiser for a click and, in turns, pays the webmaster his commission. Click fraud happens when clicks are made by the contracting parties themselves to rake in revenues to their respective sides. The damage of click fraud could be irreversible for any affected contracting party, but its extent could be significantly minimized with a digital ad tracking service that helps to assess the legitimacy behind each click. Using tools like web statistics and conversion tracking could help clear the clouds regarding a dubious click whose source who could in fact turn out to have nothing to do with any pay-per-click agreement but stands to benefit as well from a secondary fraud. This non-contracting party could be an advertiser's competitor who profits indirectly by depleting the advertiser's funds with invalid clicks, a publisher's competitor who makes it appear as though the publisher had been clicking its own ads, thus leading an advertiser to terminate the contract, or even just about anyone who is related to a publisher's competitor and makes an "offer to help. About the Author: Though this issue on click fraud poses a serious attack against advertisers, its effects could be contained by an ad tracking service that makes use of newer technologies such as website analytics and visitor tracking which all help to restore the integrity of the Internet and make it a much safer place for everyone. |