The Google and the 'Click Fraud' Menace
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
The Phenomenon of Click Fraud
Click fraud usually referred to clicking of online ads on purpose without a genuine intention of buying or knowing more about the product or service. These invalid clicks, done manually or through software programs called 'online bots,' tended to drive up advertisers' costs and eat up promotional budgets without generating any commensurate return...
Combating Click Fraud
With reference to the specific methods used by Google to identify invalid clicks, Shuman Ghosemajumder, Business Product Manager for Trust & Safety at Google, said, "There are many things we do to detect invalid clicks, including looking at duplicate IP addresses, user session information, network information, geo-targeting, and browser information...
Exhibit I: Market Share of Online Search Engine Companies (2005)
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