AdWatcher Seeking Advertisers For Fair Isaac

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The entry of Fair Isaac into the click fraud venue spurred a lot of debate with the arrival of their preliminary report. Fair Isaac will try expanding the data with the help of click fraud detection firm AdWatcher.

AdWatcher CEO and director of operations, Boris Mordkovich, may be known to our readers from his role as publishers of Search Marketing Standard magazine. His AdWatcher role touches the same territory as what Fair Isaac entered with its study of click fraud.

Fair Isaac shook up the online advertising world with its early determination of a much higher rate of click fraud affecting advertisers than has been previously determined. The initial research by Fair Isaac chief scientist Joseph Milana found rates of 10 to 15 percent of “pathological” traffic hitting advertisers.

The need for more data from a broader pool of advertisers became apparent when it was revealed Fair Isaac only had a sample of less than a dozen for its research. They may be on their way to broadening that pool now.

Boris contacted us to say AdWatcher and Fair Isaac were now working together. AdWatcher will contact large volume advertising clients about participating in Fair Isaac’s ongoing study of click fraud. Those clients would be anonymous in the reports Fair Isaac produces.

Google derided the small sample used by Fair Isaac when they first publicized their findings. If Fair Isaac can grow its pool and demonstrate click fraud rates run in the same range as their initial report, Google and others will be hard-pressed to discount such a discovery.

AdWatcher Seeking Advertisers For Fair Isaac
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  • Brent Williams

    Why is Fair Isaac embarking on such a project with Ad Watcher? Isn’t this already being done at the click fraud network?

    I’ve been contributing my data to the click fraud network for 7 months now and have been receiving reports that inform me of network’s click fraud index for free.

    Is Fair Isaac going to provide us with new information?


    • BorisMordkovich

      Dear Brent,

      Good question.

      Firstly, I would like to mention that ClickFraudNetwork.com operated by Click Forensics is independent from Fair Isaac and AdWatcher.

      In terms of Fair Isaac study, participants will receive a personalized report pertaining to their own individual situation (in addition to being able to view the public report distributed to everyone). This way, you can have professionals from Fair Isaac dissect your information on a highly personal basis, which can provide you with additional insight into your click activity.

      Overall, however, the goal of the project is to find out exactly how much of a problem this is in the industry and whether or not the search engines are doing a satisfactory job at fighting the issue.

      Best Regards,
      Boris Mordkovich

  • Lori Weiman

    The Click Fraud Index publishes click fraud statistics based on data pooled from several thousand advertisers who have joined the Click Fraud Network. You can find these stats here: www.clickfraudindex.com or you can watch the updates with Tom Cuthbert on CNBC.

    The click fraud network provides free click fraud diagnostic reports to paid search advertisers. You can join at www.clickfraudnetwork.com.

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