ClickTracks Analytics on Monday rolled out updated software for detecting click fraud, saying that an average of 20 percent of a company’s pay-per-click adverting budget can be traced to fraudulent activity.
The problem stems from individuals or companies trying to increase pay-per-click online ad traffic through illegitimate means. By driving up traffic on ads that show up next to search results, they would get more revenue from the advertiser.
In some cases, the fraud involves using software robots to do the extra clicking, or hiring people to click repeatedly on the ads.
The Santa Cruz, California-based company’s products, ClickTracks Professional and ClickTracks JDC, compare different statistics from the ads and highlight variances that show evidence of suspicious activity. The technology works with the Google, Yahoo, and MSN search engines.
The software highlights statistics such as the number of clicks that come from a certain country, the number of sessions with no referrer site for the click, and the number of different IP addresses.
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