leases domains to combat click fraud

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Click fraud is a major challenge that companies face when running search engine marketing campaigns. But thinks it may have a solution: Lease the domain address to get around deceptive clicks. claims to offer marketers an online advertising model that removes click fraud and makes popular domain names widely accessible and affordable to advertisers.

"The strategy behind's business model is to give advertisers another advertising model that eliminates click fraud and an opportunity to lease domain names, which can help level the playing field," said Jonathan Boswell, CEO of, Los Angeles. "It gives advertisers the opportunity to integrate a domain into their business model without having to buy the domain outright."

Click fraud happens when advertising links are repeatedly clicked on to purposely drive up the cost for the advertiser in a pay-per-click model. And online advertisers are suffering heavy losses as a result of these fraudulent clicks.

"'s model eliminates the ongoing problem of click fraud because advertisers no longer pay per click," Mr. Boswell said. "They pay a flat fee whether someone clicks once or 1 million times. There is no incentive for fraudulent clicks because there are no clicks." bypasses search engines and directly connects the advertiser with the domain owner. Prior to, businesses found it difficult to own a popular domain name unless they purchased it for huge sums of money.

The way it works is simple. Advertisers can lease a domain name for a specified time period, with the option to buy it when the lease expires. contracts with the world's biggest domain owners and offers a directory of more than 4 million domain names.

Research has shown that direct navigation - consumers typing category names directly into a browser and bypassing search engines - is becoming more popular.

According to a recent survey by Opinion Research Corp. for, 64 percent of Internet users surveyed bypass search engines and type keywords into their browsers with the hope of being directed to the right URL. And 26 percent of users say they bypass search engines at least once a day.

"One major opportunity is the ability for marketers to find their URL of choice without doing any of the leg work since will handle all of this," Mr. Boswell said. "Another major opportunity is that marketers can try a URL for a specified period of time to ensure that it makes sense for their business."

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