Microsoft just filed a lawsuit in federal counrt against a group it charged with Click Fraud. This is probably just the tip of the iceberg of what might become a huge problem for the PPC industry, including web site owners and search engine companies.
The main difference between internet advertising and traditional media advertising is that on the internet companies can precisely measure how many people not only actually see the ad but are interested enough to take action (click through). Whereas in traditional media ads are priced based on impressions, on the internet the dominant model is more and more pay-per-click (PPC).
But the very characteristic of the internet that makes user behavior measureable also enables cheating of that metric. And if there is money to be made cheating, there is no way to eliminate growing hordes of cheaters. There are two basic situations that invite click fraud.
This will continue to grow as a problem in the internet marketing world, and there is not much that we can do, other than be vigilant monitoring the metrics coming out of our web sites and placed ads, looking for anything out of the ordinary that might point to fraud. This is one of the activities that Domus provides its interactive customers. For more information, please visit our web site and contact us.