Secondly, a lot of our advertisers, in fact most, even though in theory they are bidding per click or things like that, that's not actually what they care at all about. In fact they care about getting the conversions, making the sales. They have there own internal measurements which are very very precise and they know the exact ROI that they are getting. To them if there were a case of Click Fraud it would be no different then just sort of disinterested but not Fraudulent Clicks, they care about making the sales happen. And they know they happen, they measure them with ROI tools, most advertisers either use the one we provide or other third party ROI measurement tool.

The other issue you should understand is that the ad system is fairly complex. A side from all the fraud prevention measures, it's not necessarily so simple to negatively impact account based on Click Fraud, if you wanted to click on someone else ad site, we did notice that a few times, you would get a few more clicks but also increase there click through rate which would actually lose them the auction.

So there are some fairly complex effects there, that by no means completely protect people, and you're right, there are motivations especially by the syndication of partners and things like that.

But on the whole the combination of all these things and as I said the inherent all the click fraud fighting and the large team of people we have dedicated to it, I think it keeps it a very low level and the negative advertiser impact due to it is actually quite small."

Full Speech here
http://www.itconversations.com/shows/detail795.html