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July 9, 2008 10:00 AM PDT
Click fraud, or the act of clicking on text search ads for ill-gotten gains, is the nuisance of the multi-billion-dollar search industry.
So Click Forensics, one of the largest independent click-fraud auditors, has teamed up with Yahoo to take some of the pain out of the process for advertisers that want to recoup costs associated with fraudulent clicks.
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So why isn't Google involved with [the] project? O'Brien said that to date, Google has taken a different attitude toward click fraud, assuring advertisers that it has a failsafe means of tracking rogue clicks and that it doesn't charge for them. Still, he said, "We're in conversations with them."