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BizReport : Research archives : July 17, 2009

Click Forensics releases new tool to fight fraud

Another tool is now available to marketers in the fight against click fraud. Today Click forensics releases the "Block List" tool to help marketers block certain IP addresses, websites and advertising networks serving up fraudulent clicks. Doing this could help marketers decrease the rate of click fraud by between 15% and 25% and even offers a solution against publishers who collude to commit click fraud.

by Kristina Knight

The Block List tool gives advertisers, networks and publishers the ability to block IP addresses. It continually updates its listing of IP addresses known to commit click fraud and even fights against publishers who are known to push invalid traffic to sites. Along with the rest of the Click Forensics platform, this addition should give marketers, legitimate publishers and networks a better chance against those who would defraud them.

"Our new Block List is a quick first step for ad networks looking for information on some of the best and worst online traffic sources," said Paul Pellman, CEO of Click Forensics. "They can use it to help their clients make the most of their online advertising investments."

Click fraud is becoming even more troublesome, now that marketers know even social campaigns aren't safe from fraudsters. And, Collusion Fraud is one of the most difficult forms to trace and figure out because it involves the publisher. The new tool mines the data from clicks to analyze high clusters of clicks; fraudulent publishers and IP addresses are updated for the platform daily, giving marketers a good source of information with which to fight fraud.

Tags: advertising networks, botnets, click fraud, ClickForensics, collusion fraud, fraudulent clicks, online advertising, search marketing, social marketing

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