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.