Online Advertising Survival: Combating Click Fraud - University of ...

provider which provides web access across the world but the block of their users’ IPaddresses are all associated with the ISP’s corporate headquarters in one location 59 . Asearch of users would locate them all in one location when in fact they are spread out inmany areas.Errors can be caused for other reasons but are highly technical in nature and notdiscussed in this paper. The above is simply an example of the complexities indeveloping effective click fraud detection technology.12.5 Third Party AuditingYahoo recently teamed up with Click Forensics to offer an independent third partyanalysis of Yahoo Search Marketing (YSM) click quality. Click Forensics is one of theleading firms fighting against click fraud. Click Forensics monitors and reportsfraudulent activity. Up until then, advertisers had to rely on data provided directly fromthe ad networks themselves. Historically, the search engines have kept very secretiveabout click fraud and downplayed published reports who have reported far highernumbers than the search engines themselves. The question is the extent of access toinformation that will be given to Click Forensics by Yahoo. Regardless, this is a stepforward and at the very least, gives the appearance of transparency.12.6 Advertising Fee Reimbursements59 search engine land “Geolocation: Core To The Local Space and Key to Click-Fraud Detection,http://searchengineland.com/070813-082025.php, Retrieved June 12, 200850