The company called Criteo accuses one scientific enterprise on fraudulent actions. This incident is about an alleged click fraud. The accused party, a company by the name SteelHouse, supposedly counterfeited clicks. Click fraud accusation was all about so-called “e-trailers,” which were used to redirect sales to the competing company.
It resulted in a counter-lawsuit of the party accused of click fraud. The essence of it is “false advert” accusation as well as many other alleged actions. The charges also include interfering into company’s business with “economic gain” as well as attempts to compete in an undue manner. The click fraud case countersuit brought up by SteelHouse reveals alleged attempts of bullying a small business which rivals the industry leader and thus can gain a part of its market.
Criteo, the company that presumably is concerned about click fraud prevention, but in reality according to counter–lawsuit allegations provided falsified information about its rival to the client is responsible for the loss of twenty-five customers due to the unjustified statement. Following click fraud accusations, the customers stopped cooperation with SteelHouse. The company’s profits decreased due to the click fraud lawsuit. But the loss of reputation was even more damaging to the small firm.
Criteo, concerned about click fraud prevention, also experienced some loss of profits although it is the bigger of two companies. It was accused by SteelHouse as the party that generates click fraud upon customer’s purchase of products. They state in the counter-lawsuit that about eight percent of clicks are performed by Criteo after the completion of the transaction. It is of no benefit to the vendor. However, it helps to boost revenues of Criteo.
SteelHouse has brought counter-lawsuit in which it is going to seek retribution, including compensation for the damaged reputation, lawyer’s fee as well as ongoing sanctions against the firm. They will ban the company’s actions on click fraud that occur after the purchase of goods. Click fraud prevention measures will take into account click fraud happening without attribution of sources. They will also prohibit the engagement in any other actions created for click fraud that will be inflating some clicks.
Criticizing SteelHouse executives, staff and other individuals involved in the lawsuit regarding click fraud damages existing and potential client relationship. The dispute between the firms has a harmful effect on both of them, but also it brings a spotlight on the issue of click fraud prevention.
Such software as Siphon could make an issue of click fraud prevention a breeze. It could produce reports on click fraud to the sides of the lawsuit, and the problems would be solved easily.
Picture this: you receive AdWords fee for a hundred thousand dollars while you planned to have a limit of five hundred on your PPC campaign. Perhaps your site generates a significant profit using PPC and all of a sudden it gets limited or closed out because of accusation of click fraud going on.
Click fraud is a deception that wastes a lot of money planned for PPC campaigns. It can be done by your competition. They inflate click rates hoping that you get a huge check for your campaign and cease marketing efforts using pay-per-click adverts altogether. Click fraud cannot be eliminated entirely. However, it can be diminished and prevented in some cases. Click fraud prevention involves a variety of methods that can be utilized for reduction of click fraud risks.
Click fraud prevention may include the following measures. First of all, you can limit the pay-per-click cost (for example by choosing only sites with relevant content). Also, you can start monitoring your competition. You can utilize ClickForensics to track that. Click fraud tracking can be done by using third-party software available on the market, or by choosing to do this with instruments provided by Google.
Another advice would be to place adverts only in a limited number of countries. Some parts of the world specialize in organizing so-called “click farms” which can sabotage your PPC efforts. Similarly, you need to select high-quality websites for running your adverts. So, by all means, you need to avoid the websites with suspicious revenue sources.
Some soft can help you in click fraud prevention by generating specific reporting to check sites directing suspiciously massive visitor traffic. This reporting can assist in any disputes with search engines. By following this advice, you will substantially reduce click fraud instances and put click fraud prevention measures in place.
Some research institutions created algorithms and soft (for example Tea Software) which can be helpful when it comes to click fraud detection. Click fraud criminals develop a complicated methodology to instigate click fraud including click fraud on adverts while covering the fraud. The companies keep it secret. These technologies are working well. Sometimes, they filter them out. Often they track IP address, where click fraud was detected. However, more proactive measures are required for click fraud prevention. Defensive moves are not enough.
One of the algorithms called “Viceroi” can be utilized without any pay. It detects parties with too much of “per user revenue.” It can be a sign of fraud. Testing was done on adverts of top networks, and it detected some suspected click fraud cases. According to the developers of this method, some ad publishing parties collect high revenues on their spamming actions.
The method detects some toolbars installed by publishers which are used by click spammers. Not all advertisers are using such toolbars to generate spam, but only the ones with fraudulent intents to generate revenues. Sometimes it is hard to detect from which source the traffic is coming. Algorithms help investigate such cases and detect click fraud and click spammers.
Many statistically driven algorithms help manage PPC budgeting for large enterprises. The revolutionary software contributes to gather information for click fraud prevention. Independent soft assists to track campaigns and remove significant amounts of fraudulent clicking especially if they are coming from suspicious sources. Those algorithms use statistical methods. They calculate conversions and compare the rates using “probability” theory and approaches.
PPC advertising is a significant part of marketing efforts of many companies. There is a lot of research going on in small or large IT businesses to find the appropriate methodology to prevent click fraud and save advertising budgets to numerous companies.
Please read another article on this subject.