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Click Fraud Looms As Mobile Search Saboteur

Advertising via mobile phone seems like a no-brainer for local businesses -- that is, once the tech improvements and user adoption rates make it a clearly profitable and accessible option. But even though a critical mass of users hasn't yet materialized, marketers and agencies are still hot for the mobile ad space, gravitating toward paid search as the preferred ad channel.

But there are clear hurdles that mobile search providers (from the big engines, to smaller services like Local.com and NearbyNow) and service carriers have to tackle before PPC can become the dominant mobile ad model. Combating click fraud, for example, is a top priority, as the tech that's in place for the Internet won't necessarily work for the mobile Web. Chris Silver Smith's piece is a thorough analysis of what the industry needs to consider before the mobile local search market can truly explode.

Read the whole story at Search Engine Land »

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