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BizReport : Research archives : December 07, 2006

AAAA Releases Bulletin On Click Fraud

The American Association of Advertising Agencies has released a member bulletin focusing on the basic tenants of click fraud. One issue talked about in the bulletin was the definition of click fraud.

by Kristina Knight

The bulletin explained there is a difference between click fraud and poor quality clicks.

According to the Association, marketers and publishers generally see click fraud as intentionally clicking an ad with no intention of converting from browser to buyer. Marketers also see publishers getting a certain amount of revenue from clicks made through their sites as a form of click fraud. The American Association of Advertising Agencies define click fraud as “a person, automated script or computer program clicking on a paid search ad, adversely affecting the advertiser who received the click, often to the benefit of the publisher."

Most agree that fraudulent clicks should not be charged to the advertisers. The consensus on poor quality clicks, however, is not as clear. Poor quality clicks come from users who mistakenly click on an ad or don’t understand what clicking on the ad means.

Click fraud is estimated to cost U.S. businesses in excess of $1 billion each year.

Tags: click fraud, pay-per-click

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