I meant to post this yesterday… and forgot…
There were quite a few posts a week ago or so about Google, (of course), click fraud, and Eric Schmidt’s comments on Click Fraud, where he was quoted as saying “Let it happen” and “because, in a “perfect†economic sense, the money paid for the invalid clicks will be factored into advertisers’ ROI calculations as part of the cost of doing business with Google.†– Eric Schmidt.
I noticed a comment on the about this story (not in reference to my blog post), on Google’s Blog yesterday while catching up on reading. I also, had a chance to read the Report on Click Fraud by Dr. Tuzhilin, which I found to be quite interesting and informative.
My thoughts on the way out of this story? I don’t believe Eric Schmidt was misquoted, and I do believe what he said is accurate. Being honest is not a bad thing. But that’s also not good enough. I do believe that they are trying, and they need to keep trying.
The problem is that they are not communicating this effort very well.
Will Click Fraud ever be solved? Not likely. Will it constantly be a “game” to chase the latest scam? Definitely. Who will pay? At the end of the day, it’s always the consumer… And, that’s why Eric Schmidt was correct, and not misquoted.
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