Search engine in click fraud prevention deal with online auditor

19th March 2008

A new partnership has been formed between a leading search engine and an online auditor in a drive to combat click fraud.

In the first such deal of its kind, Yahoo! and Click Forensics told the Search Engine Strategies conference in New York this week they would work together to cut down on the practice.

Tom Cuthbert, president and chief executive officer of Click Forensics, told the conference that click fraud was an escalating problem that needed to be addressed.

And Yahoo!'s Reggie Davis told Forbes: "We welcome the opportunity to work with anybody who can bring value to the table and help us and our advertisers drive a better return on investment."

Through the deal, advertisers will enabled to share sensitive information such as click data to assist attempts to identify low-quality traffic.

The news was revealed after Symantec discovered a click fraud Trojan aimed at Yahoo!, Google and Baidu.com.