Search ad industry group proposes ‘principles’ to ensure click quality

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San Francisco—The Click Quality Council, a group of more than 30 online advertisers, agencies and third-party click quality/click fraud monitoring companies, said they will announce on Thursday eight principles to serve as the foundation for the development of industry measurement standards to ensure click quality and mitigate click fraud in search marketing.

The development of the principles is the result of a six-month effort by Click Quality Council members to identify key elements needed to deliver adequate quality in pay-per-click advertising campaigns. These include the principle that advertisers should never pay for double clicks, or repeat clicks from the same session; advertisers should never pay for traffic from "bots"; search engines should adopt third-party validation for click quality as other media companies have done for their audience validation; and search providers should provide an easy mechanism to reconcile paid clicks on a monthly basis.

—Carol Krol

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