walkman - 5:46 pm on Mar 1, 2007 (gmt 0)

>> They are admitting that click fraud is potentially 10%, but advertisers are so blind to the situation, that they only ask for .02% back.

Brett,
attempted fraud (or fraud to Goog) is 10%--no one is charged for that, google loses it. On top of that, 0.02% ask for more, meaning fraud that escaped Google. I believe that many mom and pop stores don't know how to or see it as cost of doing business, making the 0.02 much, much higher IMO.

The best way to calculate fraud is connect it to the % of spam pages that rank high on Google :) That's the same rate of fraud I'd bet.