The largest search engines have united in the fight against click fraud
The Interactive Advertising Bureau (IAB) cannot stay away from the scandals associated with click fraud. Under the auspices of the IAB, a special working group is set up that will develop generally accepted standards of click fraud.
Members of the Click Measurement Working Group will be representatives of all major search engines, including Google and Yahoo, as well as independent experts. They should create uniform rules for measuring click rates (Click Measurement Guidelines) so that no one else has any doubts about what to consider as a click fraud. But such doubts arise from time to time. For example, for a very long time, Google did not consider double click on an advertising link as a click fraud, having counted it for two transitions. After the adoption of uniform standards this will become impossible. The new rules will contain an exact description of what is considered a correct transition, and what is wrong.
The working group has already begun its formation. At this stage, Ask.com, Google, Looksmart, Microsoft, Yahoo and others have confirmed their participation. As you can see, all the major search engines have expressed a desire to participate in this important matter. For his sake, even irreconcilable rivals Google, Yahoo and Microsoft, which control 86% of the American search market, will sit down at the common table and will work together.
In addition to technical standards, the new rules will contain a description of a single procedure for auditing and certifying search advertising provider companies, be it a search engine, advertising network, third-party advertising server, or another company that maintains statistics on advertising transitions.
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It is obvious that the standardization of all these procedures is very relevant for the market. In recent years, a number of lawsuits have taken place, in which deceived advertisers have claimed damages for click fraud on search sites. Some of the processes are still ongoing. For example, just a few days ago, Tuzhilin’s report was published on the Internet: an official report of an independent expert on click-fraud in the Google search system, compiled at the request of the court.
IAB experts hope that the adoption of uniform standards will be a turning point in the fight against click fraud. But to give a clear definition of click-fraud will be quite difficult: “In some cases, the true cause of a click can be identified only after studying deep psychological processes, subtle nuances of human behavior and other processes in the head of a person who presses the mouse button,” says Alexander. Tuzhilina.
Members of the Click Measurement Working Group will be representatives of all major search engines, including Google and Yahoo, as well as independent experts. They should create uniform rules for measuring click rates (Click Measurement Guidelines) so that no one else has any doubts about what to consider as a click fraud. But such doubts arise from time to time. For example, for a very long time, Google did not consider double click on an advertising link as a click fraud, having counted it for two transitions. After the adoption of uniform standards this will become impossible. The new rules will contain an exact description of what is considered a correct transition, and what is wrong.
The working group has already begun its formation. At this stage, Ask.com, Google, Looksmart, Microsoft, Yahoo and others have confirmed their participation. As you can see, all the major search engines have expressed a desire to participate in this important matter. For his sake, even irreconcilable rivals Google, Yahoo and Microsoft, which control 86% of the American search market, will sit down at the common table and will work together.
In addition to technical standards, the new rules will contain a description of a single procedure for auditing and certifying search advertising provider companies, be it a search engine, advertising network, third-party advertising server, or another company that maintains statistics on advertising transitions.
')
It is obvious that the standardization of all these procedures is very relevant for the market. In recent years, a number of lawsuits have taken place, in which deceived advertisers have claimed damages for click fraud on search sites. Some of the processes are still ongoing. For example, just a few days ago, Tuzhilin’s report was published on the Internet: an official report of an independent expert on click-fraud in the Google search system, compiled at the request of the court.
IAB experts hope that the adoption of uniform standards will be a turning point in the fight against click fraud. But to give a clear definition of click-fraud will be quite difficult: “In some cases, the true cause of a click can be identified only after studying deep psychological processes, subtle nuances of human behavior and other processes in the head of a person who presses the mouse button,” says Alexander. Tuzhilina.
Source: https://habr.com/ru/post/4242/
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