Yahoo has today announced the promotion of Reggie Davis to a new position within the company - vice president of marketplace quality. Basically, his role will be to reduce the amount of click fraud on the Yahoo search network and improve relations with advertisers, or less than 10%” invalid click rate. If Yahoo wants to have any chance in catching Google, it needs a competitive platform - check - and it can’t afford to let Google convince the world they have click fraud under control, while Yahoo doesn’t. With today’s appointment, Yahoo’s somewhat following Google’s lead in their public efforts to reduce click fraud paranoia, now let’s see if they can actually bring the rate down.
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