Putting a stop to click fraud
Where do we stand in the battle against invalid clicks that plagues online advertising? Columnist Mary Wallace sets the scene and outlines steps being taken.
When advertisers purchase placements on programmatic platforms or with advertising engines like Google and Bing, they expect that investment to yield results.
They don’t necessarily expect every engagement (click) to generate a new client. But they do expect that the clicks are coming from potential customers who are honestly interested in their product or service — not from bots or people hired solely to click ads.
The subject of controversy and increasing litigation, click fraud drives misbegotten revenue into advertising networks and publishers, as well as to the perpetrator behind the click. At the same time, click fraud creates a myriad of problems for the businesses that expect relevant human audience members to be the only ones clicking.