Yahoo! has taken steps to improve their pay per click advertisers’ experience of the Panama platform with an unprecedented third party deal designed to combat click fraud. Read More

Billed as a means of improving traffic quality for advertisers, the agreement with Click Forensics is the first of its kind amongst major pay per click providers.

By joining forces with a specialist click analytics firm, Yahoo! is setting a standard for advertiser transparency. Whereas previously click fraud data was a closely guarded secret, Click Forensics know-how will be employed as an additional reporting function. The Click Filter report shows pay per click advertisers how many clicks have been suspected of being fraudulent and the cost refunded to the campaign.

The report is intended to show how many clicks are being recorded, enabling users to compare with their own data tracked from web logs. Data can be viewed for any timeframe and customizable across campaign or the account as a whole. Multiple accounts can also be compared. Click Filter reporting includes fields such as impressions, invalid clicks, invalid click rate and cost per click.

Information from the report can be submitted to the search engine’s click fraud investigation team for further analysis.

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