Esther Dyson on Google and Yahoo and click fraud:
[T]his thing won’t get cleaned up until the advertisers – the ones who inject the money into the system in the first place – start requiring more accountability from their partners, starting with Google and Yahoo! and ending where the money ends. As a collection agent, Google and Yahoo! may not really care…until they are told to care.
If I were the CEO of one of the big online ad buyers, I’d call my marketing director into my office and make him or her explain this to me. I’d want to know exactly what my company was doing to demand that Google and Yahoo become part of the solution and not part of the problem.
I’d make sure my marketing department wasn’t asleep at the switch in the name of budget allocation protection.
Tags: click fraud