After years of standing on opposite sides of the click fraud fence, Yahoo and Click Forensics have partnered to help tackle the issue for Yahoo Search Marketing advertisers. As Elinor Mills notes, "There have been calls for an independent third party to oversee the business, but advertisers don't want to give up their server data to search engines and vice versa. The Yahoo-Click Forensics relationship seems like a step in that direction."
While neither company has detailed exactly what click info they'll be sharing, both Tom Cuthbert, CEO of Click Forensics, and Reggie Davis, Yahoo's click quality czar, said that the goal is to come up with a "better consensus click fraud rate than the widely disparate figures now being reported, and to make advertisers more confident in the system," Mills says.
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