Fair Isaac Reportedly Plans Click Fraud Effort
Burt Helm reports for Business Week on increasing concerns about click fraud on Internet advertising - and on plans by Fair Isaac, a company with considerable expertise in the area of financial fraud detection, to announce at this week's Search Engine Strategies Conference that it intends to help the online advertising industry better address the growing problem of click fraud.
Fair Isaac will invite companies to submit traffic data that can be mined for aberrations that may signify fraud."We've seen indications that the overall losses due to click fraud could equal more than $1 billion [a year] -- larger than the total magnitude of credit card fraud in the U.S.," says Kandathil Jacob, Fair Isaac's director of product marketing. "It's certainly worth our effort to look at it."
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