Click Fraud: Yahoo + Click Forensics Deal is Not the Answer
We’ve teamed up with Click Forensics, a well-known click auditor that attempts to track click fraud numbers, including publishing quarterly discard rates. The obvious question is, why would we work with a company that has been a critic of search marketing? Because, frankly, we care so much about click quality that we’re willing to work with anybody who can help us—and our advertisers—drive a better return-on-investment.No, if Yahoo really cared so much about click quality, they'd do one of two things:
- Allow advertisers to distribute ads on *only* Yahoo search properties
- Enforce better quality standards of the "hundreds of distribution partners and more than one million domains worldwide."
A discount on low quality traffic is still a premium.Note that it's possible to buy Google-only traffic via Google AdWords. These are the campaign level ad distribution options:
Knowing that click fraud occurs on their search network, Yahoo should give their customers the same type of ad distribution option. Why is there no Yahoo-only choice? These are the ad campaign options:
Doesn't it just make sense that advertisers have the option to run ads on just search.yahoo.com via Yahoo Search Marketing, if they want? Why is Yahoo reluctant to give advertisers this kind of control over their ad spend?
Apogee Tags: click fraud, yahoo, search marketing, click forensics, distribution fraud