CNET explains how the recent $90 million click fraud settlement by Google does not mean we won’t see future law suits.
Hidden in the article is what I feel is a viable solution…
Some experts say the solution is to have an independent auditor that would use data from the search engines and advertisers to determine in a neutral environment whether clicks are fraudulent.
Everyone – the search engines and advertisers – should embrace the idea of an independent audit of click activity. By independent, I’m not talking about a SEM firm or one of these “click fraud detection” firms that are popping up with claims of 35% click fraud. I’m suggesting a truly independent group that has no incentive on what amount of invalid click activity they find.
Until advertisers are willing to open up their campaign info, and search engines are willing to share their data, we’ll always have this dark cloud of doubt hanging over the paid search industry.