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Yahoo names click fraud czar
"The mandate I've received...is to increase advertiser trust"
phranque

WebmasterWorld Administrator phranque us a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month



 
Msg#: 3289384 posted 8:38 am on Mar 22, 2007 (gmt 0)

from CNET News.com [news.com.com]:
Yahoo has promoted one of its staff attorneys to an executive-level position that is akin to being click fraud czar at the second largest Web search provider.

For seven years, Reggie Davis helped the Web search company defend itself against lawsuits by advertisers who claimed they were overcharged for pay-per-click ads that resulted from click fraud. Click fraud occurs when clicks are generated by people paid to click ads over and over or by automated software programs, usually for the purpose of boosting revenue for the Web site the ads appear on.

Now, Davis is the company's first vice president of marketplace quality, responsible for reducing the amount of click fraud and making sure advertisers and publishers are happy with the company's display and search listings.


 

Clark

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 3289384 posted 12:19 pm on Mar 22, 2007 (gmt 0)

If I were an advertiser, I'd feel more comfortable if the click fraud czar was a top notch techie to protect my interests.

If I were a Yahoo! shareholder, I'd feel more comfortable if the click fraud czar was a top notch lawyer to protect my interests.

ByronM

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 3289384 posted 1:18 pm on Mar 22, 2007 (gmt 0)

Since i'm an advertiser I appreciate the fact Yahoo hired someone who can know/understand/interpret the law to handle what would be potentially legall issues.

Since i'm an advertiser I'm glad they didn't hire a "techy" because you can't solve legal issues through technology.

coldfused

5+ Year Member



 
Msg#: 3289384 posted 1:25 pm on Mar 22, 2007 (gmt 0)

Hopefully the Lawyer has a couple of "Techies" hanging from his belt like cowboys with 6 shooters.

That's right, a tech slinging lawyer.

sem4u

WebmasterWorld Senior Member sem4u us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 3289384 posted 1:41 pm on Mar 22, 2007 (gmt 0)

Yahoo does seem to be very slowly moving in the right direction with click fraud issues, but is a long way behind Google IMO.

However, Davis said the "discard rate," or percentage of clicks that for some reason or another were problematic and thus the advertiser is not billed, averaged between 12 percent and 15 percent at Yahoo. The rate of fraudulent clicks, those designed only to run up charges to the advertiser, is a "subset" of that total discard rate, he said.

Google claims that its discard rate is less than 10 percent and that its click fraud rate is in the single digits, or 9 percent or less. Click Forensics, which provides click fraud services and operates a Click Fraud Index survey of advertisers and agencies, pegs the click fraud rate for the top tier search engines at just under 12 percent.

I found this comaprison between Google & Yahoo interesting.

If Reggie Davis wants someone to send him a list of URLs sending traffic with suspicious click activity then I would be more than happy to send them to him.

Clark

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 3289384 posted 3:52 pm on Mar 22, 2007 (gmt 0)

Byron,

Apparently you feel click fraud is more of a legal issue than a technical issue. How does it help the advertiser if Yahoo is covered legally? Their legal liability is mostly defending itself against advertisers who might sue it claiming click fraud and trying to get ad money back.

If you catch a click fraud scam that you can take to court, it's a no brainer to sue....

The real challenge is to detect a fraudulent click technically speaking.

But hey, if you're happy with a lawyer doing this job, good for you and good for Yahoo.

BTW, I do really like Yahoo. And hope their ad initiatives do well. I'm glad they have a click fraud czar and they are clearly ahead of google in this. Just would have preferred a techie in the position.

powerstar

10+ Year Member



 
Msg#: 3289384 posted 9:49 pm on Mar 22, 2007 (gmt 0)

If I was Yahoo! and I benefit from the fraudulent clicks then I would hire a lawyer.

Aren't they part of the problem? this fraudulent clicks problem is nothing but the fault of Yahoo!. We did not select their partners

BTW, I do like Yahoo the traffic from Yahoo.com is great i just don't link their partner's traffic

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