New Tool Aiming To Fight Click Fraud

Click Forensics has introduced a new tool to help marketers combat click fraud.

The new tool is called “Block List”

Standard click fraud detection mechanisms employ various anomaly detection rules. 1,000 clicks from the same visitor in the span of a minute, or an hour, or week, is a traffic anomaly that’s easy to find. Almost all search engines and ad networks would screen this out. But the same number of clicks spread across hundreds of sites by hundreds of “visitors” could look totally normal. Anomaly detection rules won’t help find it.

The new tool provides ad networks with a continually updated list of visitor IP addresses and publishers known to generate online click fraud. Block List can be used with the Click Forensics platform to block invalid traffic and to shift advertsing dollars to other sources that offer better results.

The Block List tool could help marketers reduce the rate of click fraud between 15 to 25 percent according to Click Forensics.

Click Forensics employs proprietary technology utilizing high-dimensional cluster analysis to find publisher collusion. Ad networks rely on this technology to find fraud that they would miss with their standard in-house anomaly detection rules.

Some examples of blocked sources:-
–Publishers committing click fraud;
–IP addresses of visitors known to commit a high level of fraud;
–IP address ranges generating non-human traffic, such as co-location facilities; and
–Other traffic sources that generate hacker attacks and spam.

I for one will be interested to hear more news on this.

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