Click fraud jumps in Q2

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Austin, Texas—The average pay-per-click (PPC) fraud rate jumped in the second quarter to 15.8%, from 14.1% in the same quarter last year, according to Click Forensics’ Click Fraud Index reporting service. The increase is due to increased use of botnets to perpetrate click fraud, as well as so-called “parked domains,” according to Click Forensics.

The average click fraud rate of PPC advertisements appearing on search engine content networks, including Google AdSense and the Yahoo Publisher Network, was higher: 25.6%, up from 21.9% in the first quarter.

“Click fraud has become the new spam, and it’s clearly a problem that is getting worse, not better,” said Tom Cuthbert, president-CEO of Click Forensics, in a statement.

“A significant percentage of today’s click fraud traffic can be attributed to two growing areas of concern for search advertisers: traffic that comes from botnets and from parked domains or made-for-ad sites,” Cuthbert said. “Advertisers running campaigns on content networks are especially vulnerable as they are increasingly targets of this growing pool of savvy fraudsters.”

—Carol Krol

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