Fair Isaac Pegs Billed Click Fraud at 10-15% – IN VERY LIMITED CASES
I’ve updated this post with several clarifications. I’ve also blogged separately about how these numbers should be looked at, in Fair Isaac Click Fraud Report Spreads False Alarm.
Preliminary data from a study of click fraud by Fair Isaac Corp (FIC) shows that, in the limited cases it was able to study, 10 to 15 percent of billed pay-per-click traffic was deemed “pathological,” indicating a likelihood of click fraud, according to Joseph Milana, the company’s chief scientist of research and development.
While many reports are extrapolating this data to say that this should be considered an industry-wide click fraud rate, Milana said this was not FIC’s intent, and the data should not be used that way. It’s press release was carefully worded, but inevitably taken out of context, as I explain here.
“A limited number of advertisers have been able to provide data of the quality that we’re asking for,” Milana told SEW. “We’re not saying these results are definitive.”
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