Yahoo has partnered with third party click-tracking firm Click Forensics to combat click fraud.
ClickForensics LogoYahoo is the first search engine to work with a third party click auditing company. The partnership will allow advertisers to share sensitive account information, such as click data with Yahoo through Click Forensics to eliminate click fraud and low quality traffic.
"Click Forensics will also provide additional advertiser feedback to Yahoo in an effort to help improve traffic quality," said Reggie Davis, vice president of marketplace quality at Yahoo, speaking on a panel Monday at the Search Engine Strategies conference in New York, where the partnership was announced.
Tom Cuthbert, president and CEO of Click Forensics, who was also on the panel said, "This means we're going to work together on your behalf to identify and find these bad clicks. I applaud Yahoo in taking a really bold step in working with a third party."
A January Click Forensics report found that overall click fraud rate for online advertising was 16.6 percent in the last quarter of 2007, up from 14.2 percent in the last quarter of 2006.
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