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Social Networks See Lower Click Fraud Rates
Mike Sachoff
Staff Writer
2010-04-08
 Insider Reports RSS Feed
In the first quarter of 2010 the overall click fraud rate was 17.4 percent. That's up from 15.3 percent for Q4 2009 and the 13.8 percent rate for Q1 2009, according to a new report by Click Forensics.
 | | Social Networks See Lower Click Fraud Rates |  |
An analysis of hundreds of online campaigns from a cross-section of advertisers and third-party ad networks showed traffic from popular social networking sites, including MySpace, Facebook, Twitter, and LinkedIn, to have an average overall click fraud rate of 11.5 percent, significantly lower than the industry average of 17.4 percent.
Click Forensics says the reason for lower click fraud rates on social networks is because the motivation for fraud on a closed network like Facebook or MySpace is very limited. Additionally, social networks require users to login by providing security credentials linked to an active account. Those committing fraud can be identified and accounts can be removed easily, unlike in the case of anonymous publisher fraud.
"While a handful of suspected click fraud schemes on social networking sites have been alleged by individual advertisers, it's widely assumed that these sites are less vulnerable to click fraud schemes," said Paul Pellman, CEO of Click Forensics.
"The results of our new study corroborate this by tracking a lower overall click fraud rate on social networks than we've ever tracked on traditional PPC venues. Conversely, the overall industry rate seems to be creeping higher, so we recommend marketers continue to be watchful of their campaigns."
About the Author:
Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news.
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