CLICK FRAUD Alexander Tuzhilin. By Vinny Rey. Why was the study done?. Google was getting sued by advertisers because of click fraud. Google agreed to have a third party review how they combated click fraud and to determine whether or not Google's methods were reasonable or not.
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By Vinny Rey
For what exactly should advertisers pay and when?
Conversion event- the actual purchase of the product advertised in the ad
Why wouldn’t an advertiser favor number 1?
Because the user may not even look at the ad and may simply ignore it.
The Fundament Problem: the Cost per Click model is inherently vulnerable to click fraud, making it impossible to solve.
The “trust us” approach
Third Party Auditors