Google & Yahoo! today agreed to independant click fraud audits at SES. They committed for an IAB "independent auditing against the complete guidelines." during the Question & Answer session of the Auditing Paid Listings and Click Fraud Issues. Donna Bogatin asked John Slade, Yahoo! Search Marketing, and Shuman Ghosemajumder, Google Trust & Safety, if their companies would commit to upholding the Interactive Advertising Bureau (IAB) “auditing and certification recommendations” under development in conjunction with the IAB Click Measurement Guideline initiative.
Both John Slade, Yahoo, and Shuman Ghosemajumder, Google, committed to accept third party independent click fraud audits. They were also asked if they would commit not only to the IAB “Click Measurement Guidelines,” but to the IAB “independent auditing against the complete guidelines“ recommendations as well. According to IAB:
" Independent auditing against the complete guidelines should provide advertisers with added security for their internet advertising investment and further solidify the increased level of accountability and transparency already established by this medium."
Other comapanies who are going to join in this Working Group include: Ask.com, LookSmart, Microsoft Corp, and others.