Curbing click fraud with Yahoo!, Click Forensics

Category: Online marketing

March 19th 08, 13:50

Yahoo! and Click Forensics have formed a partnership to combat click fraud, it has emerged.

In the first partnership between an online auditor and a search engine, the companies will enable marketers to share information such as click data in order to identify low-quality traffic.

The announcement was made at the Search Engine Strategies conference in New York this week, as commentators expressed surprise that the supposed nemesis of search engines would be welcomed into the fray by Yahoo! in this manner.

"We welcome the opportunity to work with anybody who can bring value to the table and help us and our advertisers drive a better return on investment," Reggie Davis of Yahoo! told Forbes.

Tom Cuthbert, president and chief executive officer of Click Forensics, warned attendees at the conference that click fraud was becoming a more pressing problem unlikely to disappear soon.

It emerged earlier this month that Symantec had discovered a click fraud Trojan targeted at the online ad networks of Google, Yahoo! and Baidu.com.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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