Advertising Industry
Industry: Email Alert RSS FeedGoogle settles, but fails to satisfy advertisers; With click fraud costing business $1 bil, buyers want more transparency.
Advertising Age, March, 2006 by Oser, Kris
Byline: KRIS OSER
Click fraud cost Google $90 million in make-goods. It costs advertisers $1 billion a year.
And those advertisers' agencies, furious at the wrongdoing, which cheats them much as magazine-circulation scandals have cheated their print brethren, feel that Google has got away lightly with a settlement it reached in a recent lawsuit. What's more, they are demanding more transparency and better analytics.
The settlement, resolving a class-action lawsuit on behalf of all advertisers that have taken part in Google's AdWords program, allows them to apply for reimbursement for invalid or fraudulent clicks that occurred since 2002. But Google would be able to reimburse the advertisers in the form of make-good advertisements. The only...
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