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August 31, 2004
ClickRisk reduces click fraud
Security developer Inviplex says its ClickRisk service would be released on September 1, 2004. The ClickRisk service is designed to raise awareness of click fraud, which some analysts believe accounts for more than 18 percent of cost per click advertising traffic.
ClickRisk identifies a client's risk profile and analyzes Web server data, helping determine whether clicks are genuine or fraudulent.
"We must raise awareness of click fraud, and find new ways to help identify and stop it, millions of dollars are being lost and jobs are at risk because of it," says Adam Sculthorpe, founder and CEO of Inviplex, Inc.
Sculthorpe said his experience in the security industry led him to create the ClickRisk service. He believes issues surrounding advertising integrity will continue to increase in importance.
"We need to monitor integrity and put tracking of potential fraud into the hands of the paying customer, the advertising providers simply do not have access to their client's equipment and therefore cannot accurately determine whether the click-through is a real one or a fake," says Sculthorpe.
"If a business spends marketing dollars on a cost per click basis they need to know a genuine person is clicking their ad, not a computer program. We can help to resolve that issue with intelligent risk management strategies," Sculthorpe says.
Source: The WHIR
Posted by nakul at August 31, 2004 08:26 AM | TrackBack