Fair Isaac and SEMPO Begin Pay-Per-Click Advertising Click Fraud Study
Corporate advertisers, search marketers, and advertising analytics providers are invited to contribute campaign data for analysis
San Jose, CA, August 7, 2006 - The Search Engine Marketing Professional Organization (SEMPO) and Fair Isaac Corporation today announced that they have begun enlisting contributors for their research study on click fraud in pay-per-click (PPC) advertising.
SEMPO, a non-profit professional trade association serving the search engine marketing industry worldwide, and Fair Isaac, the leading global provider of analytics and decision management technology, are co-sponsoring the study. The study will use artificial intelligence methods to determine the extent of click fraud in PPC advertising and develop a solution for the search engine industry.
In conjunction with the Search Engine Strategies San Jose Conference, August 7-10, SEMPO and Fair Isaac invite PPC advertisers to contribute their PPC advertising campaign data for analysis. Qualified contributors include corporate advertisers, interactive advertising or search agencies managing large search advertising accounts, and leading web analytics or ad-serving technology companies. In exchange, participants will receive meaningful analysis of their search engine advertising and potential click fraud.
Additionally, search engine advertisers can volunteer for the click fraud research project by:
Fair Isaac's fraud and identity theft detection solutions are known worldwide for their effectiveness in helping businesses across industries cut fraud losses and protect their customers from fraudulent transactions. Fair Isaac's Falcon One™ suite of interlinking enterprise fraud solutions enables businesses to improve their protection across channels and business lines leveraging the company's market-leading Falcon™ technology, which has been successfully used to fight payment card fraud for 15 years.
SEMPO chair Gord Hotchkiss said, "Click fraud is probably the single biggest deterrent to the continued growth of search engine marketing today. As search expands into new markets, including local advertisers, marketers have to feel confident that they're getting full value for every click. It's a question of trust, and the beginning of that trust must come from a reliable assessment of the scope of the click fraud problem. No one has a better track record than Fair Isaac in identifying fraudulent patterns and eliminating them. Search engine marketing is an incredibly efficient marketplace, and will become even more so when we can more effectively control click fraud."
"Fair Isaac and SEMPO share an interest in the economic importance of properly assessing the value of Internet advertising," said Ted Crooks, vice president of Global Fraud Solutions at Fair Isaac. "Our partnership with SEMPO is an important milestone in our research investigation into click fraud. It creates the opportunity for us to analyze a larger pool of data from a wide range of advertisers to determine the overall extent of click fraud with more precision as well as understand variations in fraud patterns with advertiser characteristics."
The planned study will analyze several mathematical methods of scoring and vetting advertising charges with emphasis on required data and the value of specific, alternative data sources. In general, the methods applied will leverage artificial intelligence by using systems that rely upon neural networks and similar techniques trained to recognize patterns through repetitive analysis of historical cases.
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