Yesterday at the Search Engine Strategies (SES) conference in New York, Yahoo! has announced that it would be joining hands with click-fraud auditing firm Click Forensics. The new partners will now on work together to identify fraudulent clicks and would also share pay-per-click advertising data as reported on Forbes.
Yahoo! and Click Forensics partnership would work to improve traffic quality for advertisers. However, Shuman Ghosemajumder, Google's business product manager for trust and safety, has still downplayed
Click Forensics' claims.
He even went on to point out that Click Forensics' data comes from companies that already are biased to click-fraud concerns. And therefore their numbers are artificially high. To make his point clear he quoted a criticism from search marketing blogger Andy Beal: "It's kind of like walking into a hospital ward and asking 'How many people don't feel well?'," Ghosemajumder said, "and then assuming that the entire U.S. population is sick."
On the contrary, our contacts at Yahoo! told us that, with the help of Click Forensics the advertisers will now be able to securely share relevant account information with Yahoo!, including site-side click behavioral data. This deal would be a first for both the anti- fraud click partners. This deal makes Yahoo! the first search engine to join-in with a third-party, such as Click Forensics, while Click Forensics is going to be the first 3rd party click auditor who would work with Yahoo!. Also, many industry analysts including Dr. Tuzhilin have said that data such as this would be helpful in identifying poor quality traffic, including click fraud.