The Google and the ‘Click Fraud’ Menace

The Google and the ‘Click Fraud’ Menace

Understand the impact of click fraud on the online advertising industry.

This case discusses the problem of click fraud being faced by online advertisers and leading search engine companies like Google Inc. and Yahoo! Inc. The case highlights the types of click fraud and the steps taken by advertisers and search engine firms to deal with this problem. The case also highlights the absence of clear standards in quantifying click fraud and the conflict of interest that exists between advertisers and search engine firms. 

Issues:

  • Understand the impact of click fraud on the online advertising industry.

  • Understand the measure being taken by advertisers and search engine companies to deal with the problem of click fraud.

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