davewray - 6:41 pm on Dec 30, 2005 (gmt 0)

Gopi is bang on. Most of us online advertisers already factor click fraud into our bid prices and ROI calculations. If you're not making positive ROI, you reduce your bids...easy as that. If after that you are still not making money, then and only then you may think about abandoning the PPC model. There's still HUGE money to be made doing PPC.

Dave.

p.s. I think you'll find that most second tier PPC companies are plagued with click fraud more than the 2 biggies, Google and Overture.