They’ll be partnering with the Interactive Advertising Bureau (IAB) and the nonprofit Media Rating Council and look to establish guidelines on what makes a click “invalid”.
The IAB said the guidelines will outline an industry-driven auditing and certification recommendation for search engines, online ad networks, third-party ad servers and other companies that make money from clicks.
It’s a smart move by the search engines. By joining together, they’re obviously convinced that the levels of click-fraud are not so high, that they don’t want anyone to pull-back the curtain. At the same time, they’re acknowledging that the issue could hurt their business model – due to perception – if they don’t appear to be acting on it.