Click Forensics, Yahoo partner for click fraud ID feature

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Click Forensics partners with Yahoo on new click fraud ID feature

By Ellen Keohane

Click Forensics has launched a new product feature designed to assist search marketers with submitting invalid traffic evidence reports to Yahoo.

“We're automating for advertisers what was, prior to now, a pretty tedious process of culling through their click data and looking for click fraud,” said Steve O'Brien, VP of marketing at Click Forensics, a pay-per-click traffic quality management and click fraud prevention service provider.

The new feature is called FACTr, which stands for fully automated click tracking reconciliation, O'Brien explained.

Users of the Click Forensics for Advertisers product will now be able to use this new feature to automatically submit invalid traffic evidence reports to Yahoo with a click of a button at no additional charge, O'Brien said. “The result is a lot less work for online advertisers and people get what they pay for, which is the goal of this whole thing,” he said.

Yahoo is the first major search engine that has agreed to accept these reports from Click Forensics on behalf of its clients in an electronic format and to issue a response to the client, O'Brien said. Click Forensics began working with Yahoo late last year/early this year, he said, adding that this new feature is a result of that partnership.

“Yahoo! is deeply committed to providing a high-quality experience for our users, advertisers and publishers. To that end, we are working with our advertisers and their partners, like Click Forensics, in order to obtain additional feedback to help us analyze clicks and promote our goal of advertiser satisfaction and return on investment,” said Reggie Davis, VP of search quality at Yahoo when reached by e-mail.

 “What we're announcing today is the first tangible, deliverable product release that's going to get into the hands of Yahoo advertisers and provide tangible benefit to them,” O'Brien said.

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