Yahoo! On The Front Foot When Fighting Click Fraud!

We first told you about the Yahoo!/Click Forensics partnership back in April this year, but now the two have actually put their partnership to some good use.

Click Forensics announced recently that it has built software in partnership with Yahoo! that lets advertisers automatically submit a query to Yahoo! when Click Forensics detects click fraud in their search-advertising campaign.

The software called FACTr (Fully Automated Click Tracking Reconciliation) provides automated detection of click fraud and streamlines the refund process with Yahoo.

Tom Cuthbert, Co-Founder and President of Click Forensics explains more:

"FACTr addresses one of the most important goals of traffic quality management, and that is to ensure advertisers get what they pay for from search marketing investments. Yahoo! has shown tremendous leadership in helping advertisers address quality concerns in a timely and efficient way, and we are thrilled that FACTr is contributing to their efforts."

Click Forensics estimates that click fraud attributes to about 16.3% of all search advertising traffic which for most advertisers is a major concern and a large enough percentage to really hurt their hip pocket.

We can possibly expect to see this software being used in future for the Google AdWords platform also. When Steve O'Brien, vice president of marketing for Click Forensics spoke with CNET recently he said that Click Forensics were in "in conversations with them."

This is some great news in the fight against click fraud. I certainly hope that Google and the other paid advertising providers jump on board so that we rid the online advertising environment of click fraud once and for all.

Posted by Courtney Mills at 12:57 AM GMT