24 July 2009
The Interactive Advertising Burea just recently announced that they believe a significant milestone has been reached in the "war on click fraud." The IAB released its Click Measurement Guidelines in May, with some of the top tiered media companies already passing the IAB's audits.
The companies that have already passed include some major players like Business.com, Google, Microsoft and Yahoo. When discussing click fraud, major search engines tend to come to the forefront of the conversation, but that is not to say that's the entire picture.
Joe Laszlo, the current research director for the Interactive Advertising Burea was recently quoted:
"The three largest search engines represent more than 95 percent of all U.S. searches, which in the month of May 2009 equaled more than 13 billion searches. Completing those companies’ click measurement audits represents a significant milestone in the war on click fraud. However, these guidelines also serve a broader audience of advertising buyers and sellers, and the participation of the leading business search engine in these audits points the way for other publishers selling cost-per-click ads to be audited against the guidelines as well,"
It is certainly reassuring to see that the three largest search companies were able to comply with the new guidelines as quickly as they did. However, there are more issues that go beyond the scope of the guidelines and major search engines that still need to be addressed.
President and CEO of the IAB Randal Rothenberg stated, "We applaud these member companies for swiftly adopting the IAB’s Click Measurement Guidelines. We are confident that this initial group will be followed by many other organizations in our membership who recognize these guidelines as one of the most important ways to assure marketers that the clicks they pay for are real."
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