Since 1998, Yahoo's Clickthrough Protection (CTP) system has run 24 hours a day, using search and click stream data to identify suspicious clicks and remove them from its billing system

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(Continued) The RFS Newsletter, Jul. 1st, 2006. Page 8
The company says it is pleased to take a leading role in addressing this issue. When Yahoo Search Marketing (formerly Overture) created the PPC (pay-per-click) search advertising model in 1998, one of the very first challenges it identified was the potential for users with bad intentions to click on specific listings with the sole purpose of generating a charge to the advertiser, better known as click fraud. To better address this challenge, Yahoo quickly established a system of proprietary technologies and committed its people in protecting its advertisers from click fraud and other traffic quality-related issues.

Since 1998, Yahoo's Clickthrough Protection (CTP) system has run 24 hours a day, using search and click stream data to identify suspicious clicks and remove them from its billing system. During that period, Yahoo's system has identified and has successfully prevented billing advertisers for literally billions of clicks.

<<< P. page Next: Other clicks that shouldn't be billed to advertisers >>>

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