Findology Offers Vaccine for Click Fraud Epidemic

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To answer the industry's call to combat click fraud, Findology Interactive Media Inc. is offering FRAUD ID, a product that alerts online advertisers to potentially fraudulent clicks on their pay-per-click ads.

The product originally was built for the company's internal infrastructure and has been made available as a service for advertisers. FRAUD ID tracks, reports and identifies potential fraud for individual advertisers and agencies.

"We identify and report all traffic coming to a campaign," said Trevor Lakier, vice president of operations at Findology, Santa Monica, CA. "We have a unique perspective because we are a search engine."

Findology  said that industry studies estimate 30 percent of clicks are fraudulent, costing advertisers billions of dollars.

FRAUD ID lets advertisers track, identify and report click information from the start of a click to when a visitor lands on the advertiser's Web site. The product identifies publishers with high rates of potential click fraud and automatically discounts illegitimate clicks before billing occurs.

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