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Yahoo's Click Fraud Settlement: More Bad News

YHOO's click fraud settlement is a disaster for advertisers; here's why...

         

jeffmol

6:10 pm on Nov 10, 2006 (gmt 0)

10+ Year Member



As noted by a few smart cookies in this old string [webmasterworld.com]this Checkmate Strategic Group settlement is bad news for advertisers.

The settlement's terms absolve Yahoo of liability for fraudulent, and more importantly "unwanted" (woah! that's broad and undefined), clicks sent to advertisers over the last 8 years. In return, advertisers’ get the opportunity to ask for credits (to buy more advertising) and these credits may ultimately be denied by the company. Wait till you hear the details on the process one must go through to be considered for credits! You won't believe it.

[edited by: mack at 7:05 pm (utc) on Nov. 11, 2006]
[edit reason] No URL's please [/edit]

gregbo

11:32 pm on Nov 10, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



As usual, my opinion is that PPC is the culprit: switch to a less risky model, such as CPA or fixed fees, and you'll be freer to concentrate on your business. If you must use PPC, pay close attention to ROI and factor in fraud as appropriate to your risk tolerance.

jeffmol

3:35 pm on Nov 11, 2006 (gmt 0)

10+ Year Member



Well stated.