By Year
08 Nov 2005
Marketing Direct: Click fraud
Online marketing is an increasingly lucrative business, with online adspend set to break the £1 billion mark this year, reaching 490 million in the first six months alone.
Click fraud is currently a hot topic, although it isn't widely considered to be a huge issue. In the usual pay-per-click model, advertisers pay every time an interested party clicks through on an ad in a search engine's listings. In click fraud, an affiliate or a competitor clicks repeatedly until all the advertiser's budget is used up.
Search marketing firm the Search Works uses its suite of search management tools to manage online PPC campaigns for advertisers, and direct response media agency Equi=Media also has its own tools to keep it on top of any fraud issues. "We do a lot of policing on behalf of our clients and our software is designed to interrogate granulate levels of results so it can quickly spot problems," says managing director Andrew Burgess.
