They achieve this through a Traffic Quality Engine. The engine analyzes PPC traffic data with sophisticated heuristics to score the relative merits of online traffic. Data mining techniques are applied to click behavior to identify markers and determine relative merit of every click, every visitor, and every site. The large number of heuristics employed examine three main categories of data:
- Attributes: technical and economic attributes of every click include IP address, proxy server traffic, bot characteristics, originating location, HTTP header characteristics, visitor profile characteristics and cost-per-click.
- Behavioral: click-through behavior such as visit depth, time on site, viewing patterns, and time between clicks.
- Community: comparative data is available across a community of advertisers, networks, and publishers for correlation, validation, and continuous improvement to the algorithms.
The increase in Click Fraud is alarming and it is a pity that besides investing on online advertising you have to pay to get protected from click fraud in order to guarantee higher results from your investment. Unfortunately although this seems like a good solution people who actually work on employing click fraud tactics will continuously find new ways of doing so. While I was searching for information on click fraud I actually got some ads on where to obtain click fraud which is definitely a concern!!
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