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Apr 25, 2008

NEWS: Maybe The Fight Against Click Fraud Isn’t Hopeless After All

Ed: Accidental, competitor, cookie-inflation, habitual, naive - fraud is one of many issues. 

Maybe The Fight Against Click Fraud Isn’t Hopeless After All


One good quarter does not make a trend, but there is a glimmer of hope in the fight against click fraud (fake clicks that can nevertheless cost advertisers money). Click Forensics is reporting that the overall click fraud rate was down half a percentage point in the first quarter to 16.3 percent. Although that is still higher than the rate was a year ago, it could be an indication that Google’s and Yahoo’s efforts to filter out bad clicks on search and contextual ads and improve the overall qualityof those ads is starting to have an effect.

When you look at the click fraud rate on their respective content networks where the worst offenses occur, AdSense and the Yahoo Publisher Network, the click fraud rate there also dipped slightly to 27.8 percent from 28.3 percent in the fourth quarter. That is still nearly a third of all clicks and needs to seriously go down further.

Perhaps this year the overall click fraud rate can be held steady instead of rising 15 percent, as it did in 2007.

Is Keyword Search About To Hit Its Breaking Point?


As the Web swells with more and more data, the predominant way of sifting through all of that data—keyword search—will one day break down in its ability to deliver the exact information we want at our fingertips. In fact, some argue that keyword search is already delivering diminishing returns—as the slide above by Nova Spivack implies. Spivack is the CEO and founder of semantic Web startupRadar Networks and is pushing his view that semantic search will help solve these problems. But anyone frustrated by the sense that it takes longer to find something on Google today than it did even a year ago knows there is some truth to his argument.

“Keyword search is okay,” he says, “but if the information explosion continues we need something better.” Today, there are about 1.3 billion people on the Web, and more than 100 million active Websites. As more people pile on, the amount of information on the Web keeps growing exponentially to accommodate all those seekers, and they ...

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