Click Quality Council Targeting Fraud

Members of the recently formed Click Quality Council want to speed up the process to establish standards for defining click fraud and valid pay-per-click activity. The white-hot issue of click fraud has become a source of greater concern for advertisers.

Click Quality Council (CQC). The group discussed their aims in a statement: The Click Quality Council will provide feedback and insight on issues relating to click quality that can be shared with the industry. Around twenty forward thinking advertisers and agencies will convene quarterly to review news, share ideas and comment on recent developments. The CQC will be moderated by Kevin Embree, former Trust and Safety Director of eBay. "Our goal is to ensure that the voice of the online advertising community is heard when it comes to developing industry standards that will define click measurement guidelines. Members of the Click Quality Council and online advertisers feel the impact invalid and fraudulent clicks are having on their online campaigns everyday," said Embree. The findings of the group will be shared with the Interactive Advertising Bureau's (IAB) Click Measurement Working Group and other standards bodies. The Working Group includes Google, Yahoo, Ask.com, and Microsoft among its membership. That Working Group had been established to do what the CQC wants to do now. Advertisers have become impatient with the process and wish to take a more active role in developing the standards of clicks and click fraud. They may have as much trouble defining click fraud as they would in coaxing greater transparency of the click assessment process out of search ad providers. Tag: Add to Del.icio.us | Digg | Yahoo! My Web | Furl Bookmark Murdok: David Utter is a staff writer for Murdok covering technology and business.