| How many times have you experienced having a | | | | The primary goal of the alliance is to establish an |
| pop-up interfere with your work? Sure, it's annoying, | | | | industry-standard "click" definition. This is very crucial |
| but sometimes these pop-ups are too enticing to | | | | since the payments for the host website are based on |
| ignore. Hell, it might just be what you need. Because of | | | | these "clicks." The host sites and the advertising sites |
| necessity or just plain curiosity, almost everybody had | | | | are set to lose much money without standard "click" |
| clicked on a pop-up once. Some are just what they | | | | definition. Currently, advertising sites pay host sites |
| promised to be; good, old, pay per click marketing. A | | | | based on the frequency of "clicks," even if these did |
| gateway to *myriad of gadgets* or fashion. But some | | | | not generate consumer traffic. Consequently, there are |
| are problems waiting to be operate. They could be | | | | advertising sites that refuse to pay the host sites on |
| spyware or adware. The majority, however, are just | | | | grounds that the traffic from the host did not generate |
| frauds. Clicking them leads users to non-existent web | | | | sales. The alliance is trying to set a definition that will |
| shops that drain your credit card or leads you to a | | | | apply in all aspects of internet marketing. Ad networks, |
| totally different sites. But if you are annoyed, this is | | | | host sites, search engines, and ad servers are also |
| nothing to what the advertisers are experiencing. Real | | | | covered by the definition. |
| advertisers have to pay millions to fraudulent sites that | | | | The alliance sought to differentiate between invalid and |
| accumulate lots of "clicks" without generating sales. | | | | fraudulent "clicks." Advertisers usually get the bad end |
| Yep, the internet had become the breeding ground for | | | | of the deal where they pay their hosts millions even |
| a new type of fraud. | | | | for unintentional and invalid "clicks." This is not surprising |
| What is pay per click marketing and how do you | | | | because click fraud is the most common form of |
| recognize the frauds? Pay per click marketing or PPC | | | | fraud in pay per click schemes. Even major companies |
| marketing is a type of online advertising. Its purpose is | | | | like Google and Yahoo! weren't exempted from being |
| to generate internet traffic to the advertisers' websites. | | | | victims of these frauds. As proof of the intensity of |
| Advertisers put their banners on another website. | | | | their fight against click fraud, the alliance had sought the |
| These banners link directly to the advertisers' page. | | | | cooperation of advertising companies. |
| The host websites are paid based on the amount of | | | | To further safeguard investment safety in online |
| "clicks" the banners and advertisements received in | | | | marketing, the alliance also aims to outline an auditing |
| the hosts' pages. | | | | project. Reportedly, this will involve third party auditors |
| The ease of marketing and connection had attracted | | | | and a certification plan. These would be the basis of all |
| unscrupulous groups to commit fraud. However, the | | | | advertising campaigns. Under these provisions, both the |
| internet marketing giants won't let this be. After all, they | | | | host and advertising sites would be subjected to |
| will also suffer if the users became wary of clicking on | | | | auditing to find out whether the "clicks" are balanced |
| online advertisements. | | | | with the generated sales. The alliance hopes that this |
| Two major advertising groups allied themselves with | | | | will forge transparency between the hosts and the |
| performance-dependent marketing providers in | | | | advertising sites. |
| stepping up the drive against *internet fraud*. The | | | | Nothing definite has been settled among the members |
| group aims to come up with guidelines and regulations | | | | of the alliance. But continued meetings and |
| in an attempt to define "click" measurements and set | | | | conferences are scheduled to continue the talks about |
| barriers against online advertising frauds. These allied | | | | click fraud. Resolving this issue would be a blessing to |
| groups are the Interactive Advertising Bureau or IAB | | | | both camps and a good boost for the internet |
| and the Media Rating Council or MRC. Major internet | | | | marketing industry. Aside from the two camps, the |
| companies like Yahoo!, Google, Microsoft, LookSmart, | | | | users and online consumers are the other beneficiaries |
| and have joined the alliance. The alliance is working | | | | of this development. If this campaign succeeds, the |
| under the name Click Measurement Working Group. In | | | | risks associated with internet businesses and |
| addition to the major internet companies, invitations and | | | | transaction would be reduced greatly. |
| proposals have also been sent to every IAB member. | | | | |