Just finished reading “Click Fraud: Problem and Paranoia” on Wired, about a panel on click fraud, and I was disturbed enough by the article’s conclusion to write about it. First of all, what is click fraud?
Click fraud — the skewing of pay-per-click advertising data with illegitimate hits — can be accomplished in a number of ways, ranging from manually clicking on the same ad link repeatedly to deploying automated bots. Whatever the method, the results are the same: Merchants pay for traffic from someone who has no intention of purchasing anything. Return on investment: bupkis.
In the last few years, pay-per-click advertising has become big business thanks to Google and Yahoo. As a result, there are a lot of people up in arms about the problem, enough to hold this panel. If you read the article, you’ll find that many merchants are afraid to confront Google and Yahoo and others about the problem, because they do not want to risk having their website blacklisted in the engines and thus, rendered basically non-existent.
So if merchants aren’t going to confront the network operators about it, what can be done? Well, you could get even. However, I wouldn’t call that a solution. Nor is the idea “bandied about at the conference” a solution either:
Contest the charges on your credit card as fraudulent. If enough merchants did it, they could enlist powerful allies: American Express, Visa and MasterCard, who would likely pressure the other search engines to do something about it.
Really? Do you really think that’s a great idea? Somehow the idea of solving your problem by creating a problem for someone else doesn’t seem like a wise solution. And who’s to say that the credit card companies would refund the charges? They aren’t stupid, they’d catch on.
Seems to me the panel was largely a waste of time. Everyone got together to discuss their sob stories, but no real solutions were discussed. Maybe the first question that needs to be asked is, “can we solve this at all?”