Click Fraud Cloud Still Hangs Over Internet Advertising
The number of invalid clicks for online ads averaged 13.8% in the third quarter of this year, according to a click tracking firm. Google and Yahoo had a slightly better rate.
Click fraud isn't growing, yet there's no sign it's diminishing. The number of invalid clicks for online ads averaged 13.8% in the third quarter of this year, a touch less than the 14.1% recorded in the second quarter and on par with the 13.7% seen in the first quarter, according to Click Forensics.
Among high-priced search keywords--over $2 a click--the fraud rate rose from 20.2% in the second quarter to 20.9% in the third. Click Forensics says high-priced terms often make up the majority of an advertiser's budget.
The big search engines--Google and Yahoo--insist that click fraud is a manageable problem and that companies like Click Forensics have a financial interest in exaggerating the extent of click fraud.
If Click Forensics' numbers are to be believed, Google and Yahoo come out looking pretty good compared to their competitors. The click fraud rate at Tier 1 search engines (11.9% for Google and Yahoo) is significantly lower than at Tier 2 search engines (23.2% for Ask, Lycos, and MSN) and at Tier 3 search engines (25.6% for Dogpile and Mamma).
Meanwhile, the average cost for the top pay-per-click terms across the five largest advertising segments--retail, financial services, health, technology, and entertainment--declined in the third quarter to $3.92, down from $4.51 in the second quarter and $4.75 in the first.
But with the holidays approaching, the cost of popular keywords may rise as advertisers try to drive sales.
How Enterprises Are Attacking the IT Security EnterpriseTo learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Infographic: The State of DevOps in 2017Is DevOps helping organizations reduce costs and time-to-market for software releases? What's getting in the way of DevOps adoption? Find out in this InformationWeek and Interop ITX infographic on the state of DevOps in 2017.
Digital Transformation Myths & TruthsTransformation is on every IT organization's to-do list, but effectively transforming IT means a major shift in technology as well as business models and culture. In this IT Trend Report, we examine some of the misconceptions of digital transformation and look at steps you can take to succeed technically and culturally.