March 9, 2006, 12:00 AM

Click Forensics launches click-fraud detection network

Click Forensics Inc. has launched an independent network for monitoring online advertising campaigns for click fraud. Retailers and other advertisers with up to 100,000 clicks per month can use the network free of charge.

Click Forensics Inc. has launched what it says is the first independent network to help retailers more accurately monitor online advertising campaigns for click fraud. Retailers and other advertisers with up to 100,000 clicks per month can use the network free of charge. Click Forensics estimates that about 90% of the advertisers on Google and Yahoo would be able to enroll in the network free of charge.

Network members also have access to aggregate data about click fraud experienced by all campaigns tracked in the network and posted at ClickFraudIndex.com. “We’ve joined together the network data on click fraud with information like which search provider has the higher threat level, which country of origin poses the greatest threat for click fraud, and which search terms, have a higher threat level,” says Tom Cuthbert, president.

The network uses Click Forensics’ CF Analytics, a patent-pending click-fraud detection technology.

Click Forensics also has set up a blog-CFNBlog.com-where network members and others can exchange information on click-fraud issues.

Click Forensics will use the data gathered by the network to develop algorithms used to detect and score click fraud for its enterprise level clients-those with more than 100,000 clicks per month, Cuthbert says. Click Forensics typically charges those clients a base of $500 per month, with charges scaling up based on the volume of clicks scored.

Click Forensics also is in discussions with search-engine marketers that want to license the click fraud technology.

Click Forensics technology is unique in that it develops scores based on both technical data-which occurs at the point of the click-and behavioral data-which occurs on the client’s site, Cuthbert says. The company also factors in economic attributes, such as search term price.

“What we’ve found is that the higher the price of the term and the more people bidding for the term, the greater the likelihood there is for click fraud,” he says.

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