It’s kind of hard for me to report on Click Forensics without being biased–I’ve long maintained that click fraud will simply be one of many "costs" associated with paid search and is therefore a non-issue. So, you should keep that bias in mind, when reading the following:
Click Forensics’ reports may put them out of business.
Maybe I’m being extreme, but when Click Forensics first launched its Click Fraud Index, it was able to report on massive amounts of click fraud and likely attract many new clients as a result. Four years on, I hardly ever hear anyone–outside of Click Forensics–claim click fraud to be a major issue–and the latest index suggests the same.
For the second straight quarter–and year over year–the click fraud rate declined: