OBSNews.com recently covered a story on the dangers of click fraud at which Rich Kahn, eZanga’s CEO, was interviewed. In speaking of eZanga’s upgraded anti-click fraud technology, Traffic Advisors 4.0, Rich mentions, “Most customers want conversions, not just clean traffic.”
The article below goes on to present what companies are doing to eliminate click fraud, and what others…are not.
Businesses Fight Back Against Click Fraud on Google, Yahoo, and MSN
Pay per click advertising via Search Engine Marketing (SEM) gets safer as consulting companies gear up to protect businesses and their online advertising budgets
NEW YORK (OBSNews.com) Advertising on internet search engines such as Google, Yahoo, and MSN, has become a worldwide phenomenon and generates billions of dollars in online advertising revenues, but there are hidden dangers for businesses such as false clicks designed to drain an advertising budget via automated or manual trickery.
This phenomenon is known as click fraud and it has many businesses alarmed about falling prey to a criminal scheme designed to rob them of their online advertising campaigns. Essentially, a competitor or otherwise maliciously inclined person or group can click on an ad multiple times to create the appearance that genuine customers are clicking on an ad.
Google’s CEO Eric Schmidt on click fraud
Search giant Google’s CEO Eric Schmidt famously said in a 2006 ZDNet article that there is a perfect economic solution to click fraud: “let it happen.”For small and medium sized businesses this cavalier sounding comment has signaled that they must look for innovative solutions to protect themselves.
One company that is focused on helping its customers avoid becoming victims of click fraud is eZanga (http://www.eZanga.com). The company was founded in 2003 and is led by search engine veterans Richard Kahn and Angel Pabon. eZanga provides its own search engine platform with built-in real time click fraud protection via their proprietary protection software Traffic Advisors 4.0. The company also helps its clients manage search engine marketing campaigns across the major engines noted above.
Innovative click fraud solution
eZanga CEO Richard Kahn, when speaking of Traffic Advisors said, “Most customers want conversions, not just clean traffic.” Kahn mentioned that the company has spent over $2 million to test its product before public release. They also enlisted a third party company, Click Forensics (http://www.ClickForensics.com) to validate their anti-click fraud system.
Steve O’Brien, the vice president of marketing at Click Forensics said, “eZanga is a case study in effective traffic quality management.” He added, “In fact, eZanga’s invalid rate is among the industry’s lowest and they’ve almost completely eliminated Botnet fraud.”