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How Community Can Make A Difference In Fighting Click Fraud
lick fraud is a Bringing everyone together allows
multi-faceted problem, it them to share and define common
costs ALL advertisers, it goals, and create strategies to
costs Google, and ultimately, it meet them. An open forum for
costs legitimate publishers in advertisers, publishers and
lost ad revenues. Anyone who has providers will create a sense of
worked in law enforcement and community and foster disclosure
loss prevention in the brick and of methods, metrics and tactics.
mortar world can tell you that By opening the discussion to
community involvement in policing input from all concerned, the
efforts is one of the single most community can air concerns and
effective crime deterrents in share solutions.
existence. As a community of
concerned web publishers and Open discussion also fosters
advertisers, we can take our cue another type of interaction that
from the most effective crime has been proven to increase
prevention tactics of the brick effective community policing:
and mortar world. Take a look at brainstorming. When you bring
how many cities have cleaned up together many minds, solutions
their streets to see how those emerge that no one person working
efforts can translate to the alone would have imagined. Those
online world and PPC advertising. solutions include innovations
based on existing strategies.
Step I: Hold Open Community This is the basis of open source
Forums software communities, and it
should be the basis of creating
The first step in any community software aimed at detecting,
policing effort is open preventing and eliminating the
communication between law sources of click fraud.
enforcement and the community.
Step II: Increase Police software and make them freely
Presence available to increase the
capacity of the entire community
In the ‘real world', police to protect itself.
departments increase police
presence in a community by Step III: Educate the
deploying more officers to Community and Notify the
neighborhoods in trouble, Wrongdoers.
establishing community work
stations and developing Believe it or not, one of the
relationships within the more effective tactics of real
community. In the Internet world, world crime prevention is openly
community policing has to take on advertising the presence of
a different face. There are no community watchdogs. Community
streets, no neighborhoods or policing efforts that make a lot
beats to patrol. Instead, each of noise are an effective
shopkeeper is responsible for deterrent to real world crime.
protecting his own property. And
there's the rub: the protection A community forum for click fraud
is only as good as the sum of the prevention serves as a central
owner's knowledge and economics. distribution point for data about
click fraud, its extent and the
A community solution to click newest methods being used to
fraud includes free, openly defraud and to combat fraud. One
available and scalable click of the more obvious examples of
fraud detection software that is how this type of community works
easily extendable. By maintaining is in the realm of virus
open discussions in the community protection, where a number of
via a forum, developers can high profile communities track
create add-ons to the existing the progress of new viral
infections and collaborate on Step IV: Leverage the Power of
methods of removing them from Numbers to Bring About Change
infected computers.
There's strength in numbers and
Back in 1999, a new virus hit the networking. At the moment, the
internet that frustrated users PPC engines rely on pre-click
whose efforts were thwarted as filtering to weed out fraudulent
the software reinstalled itself clicks before payment is issued
time and again. The first mention for them. They respond to
of the virus hit the tech requests for refunds if the
community boards at 5 AM EST. By advertiser can prove their claim
7 AM, two hours later, there were of fraudulent clicks. By
dozens of users around the world leveraging the power of
working on the solution - nearly community, advertisers and
three hours before the major publishers can:
commercial virus protection
companies had even posted an - Share strategies for tracking
alert. By 8:30 AM, the open click fraud down that goes beyond
community forum had isolated the pre-click analysis.
solution in bits and pieces, and
working from each other's - Support each other's efforts
successes, had posted an when seeking refunds by sharing
effective solution to remove the data to help establish a
virus from infected computers. trend/pattern and make proof
easier to display
Imagine that kind of power and
backing to identify, isolate and - Demand more transparency and
combat new methods and accountability from the search
perpetrators of click fraud. engines and PPC providers. This
will in turn allow advertisers
AND publishers to monitor their Sentinel is designed to
own sites more efficiently as capitalize on the strength of
well as report back to the PPC community. The Click Sentinel
engines on the effectiveness of community is more than software -
the filtering efforts. it's a blueprint and
infrastructure that is designed
By sharing information and to foster, support and extend
support, we can make a difference community and hit click fraud
and put a major dent in the where it can't fight back.
losses due to click fraud. Click
About the Author:
Jay Stockwell has been fighting click fraud since 1999. In 2004 he developed the first version of Click Sentinel which was released 6 months later to critical acclaim. His release of Click Sentinel (Version 2) redefines how click fraud should be addressed.
Read more articles by: Jay Stockwell
Article Source: www.iSnare.com
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