Wednesday, June 23, 2010

Discussion Question # 2

CF
First of all the term we are looking for is Click Fraud. Click fraud is a type of Internet crime that occurs in pay per click online advertising when a person, automated script or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad's link. Google is and should be very concerned about this because this can and will cause the millions of dollars. Besides, I wouldn’t want to pay someone for something that they are doing illegally or unethical. At a basic level, we protect advertisers against click fraud by not charging for suspicious clicks. Google has a three step process for catching click fraud and they are: 1. Proactive Filters: Google automatically watches for activity and throws out clicks without billing. 2. Proactive Offline Analysis: Google uses both automated and manual checks on clicks after billing, in particular clicks on websites using running AdSense for Content. 3. Reactive Investigations: This is where the advertiser comes to Google concerned about charges. I think Google’s decision to do this step process is very ethical because this saves them and the advertiser’s time and money.

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