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BizReport : Search Marketing : May 13, 2009


IAB releases click measurement guidelines

After years of research and planning, the first click measurement guidelines have been release by the Interactive Advertising Bureau (IAB). Why create guidelines for click measurement?

by Kristina Knight

Because a click isn't always a click, as many search marketers have found. There are botnets, fraudulent clicks and even dummy email clicks that much be combated to find the legitimate clicks.

"The fact that we've obtained agreement within the online industry on the precise definition and measurement of a click and a procedure for identifying and eliminating fraudulent clicks is a huge win for the industry," said Joe Laszlo, research director of the IAB. "These guidelines help assure marketers that the clicks they are paying for are generated by real people with a real interest in the product or service being advertised."

According to the new guidelines, a legitimate click is initiated after an ad impression or search transaction; meaning that a 'click' is only legitimate after a search query is made or when an actual ad leads to the click. This means the consumer has to be 'in the vicinity' of an ad for it to be legitimate. This should help to reduce invalid user agents, botnets and spider filtration from search marketing.

For a complete listing of the click measurement guidelines, click here.






Tags: click fraud, click measurement, click measurement guidelines, IAB, paid search, search marketing








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