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Putting a stop to click fraud

Where do we stand in the battle against invalid clicks that plagues online advertising? Columnist Mary Wallace sets the scene and outlines steps being taken.

Mary Wallace on March 1, 2018 at 3:38 pm

When advertisers purchase placements on programmatic platforms or with advertising engines like Google and Bing, they expect that investment to yield results.

They don’t necessarily expect every engagement (click) to generate a new client. But they do expect that the clicks are coming from potential customers who are honestly interested in their product or service — not from bots or people hired solely to click ads.

The subject of controversy and increasing litigation, click fraud drives misbegotten revenue into advertising networks and publishers, as well as to the perpetrator behind the click. At the same time, click fraud creates a myriad of problems for the businesses that expect relevant human audience members to be the only ones clicking.

[Read the full article on MarTech Today.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Mary Wallace

Mary Wallace is a modern marketer with the skills and ability to increase revenue and optimize campaign performance by leveraging technical, business, management, content, and marketing expertise. With over 25 years of industry experience, Mary has a diverse background in marketing, technology, media, consulting, and leadership that enables her to help clients implement solutions that produces optimal results. A leader in marketing automation and marketing technology, Mary provides thought leadership for a variety of publications.