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September 15, 2005

Texarkana Click Fraud lawsuit stays in State Court possible settlement?

For the second time the Court of Appeals said that Texarkana Click Fraud case will be done in Arkansas not at the Federal level like the Search Engines wanted. The big four search engines Google, Yahoo, Ask Jeeves, and MSN think that going to Federal Court will get better benifits (appeals are less restrictive). Now if the courts demand data there is little they can appeal. This is a big win for Lane's Gifts & Collectibles

The interesting part is one of the big networks may settle by offering their data to a 3rd party clearing house. Here is a quote from Jeff Martin's blog

...one of the major networks might be willing to 'make a deal' and work something out. What he was referring to was the possible establishment of a clearing house model where a 3rd party would be charged with making the call on click fraud claims.

Essentially the PPC network would allow the clearing house access to their data and the advertiser would submit their data and claim to the clearing house as well. This seems like a sound solution, one which would probably put the PPC networks back into a positive light with advertisers.

This is the exact same thing that Jess Stricchiola, president of Alchemist Media spoke about at the SES "Auditing Paid Listings & Click Fraud Issues" Track in San Jose. The questions remain - Will Google and others release information to a 3rd party?

Posted by Hans A. Koch at September 15, 2005 11:52 AM

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