Yahoo! has appointed Reggie Davis as the Vice President of Marketplace Quality aka 'click fraud czar'. Reggie Davis was previously responsible for managing litigation counsel for Yahoo!.
News.com reports:
Now, Davis is the company's first vice president of marketplace quality, responsible for reducing the amount of click fraud and making sure advertisers and publishers are happy with the company's display and search listings.
"The mandate I've received…is to increase advertiser trust," he said in an interview on Wednesday, preceding the company's announcement planned for Thursday. "The goal is to develop the highest quality (advertising) network in reality, and in perception."
Tom Cuthbert, president of Click Forensics, said "We believe Yahoo is taking a more honest approach than the others in talking about the scale of the problem. Advertisers can draw a conclusion by looking at the tracking to their site and looking at invoices. But there is still a big disparity between clicks that are bad and should not be paid for, and what advertisers are paying."
The decrease in click fraud will definitely give a boost to Yahoo! Pananma.
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It’s fascinating that an attorney was appointed to this position. That alone should show the magnitude of the click fraud problem. That seems to say that Yahoo! is trying to play hardball against the click frauders.