Click Quality Council

And lo the white council did meet and Elrond ordered that before them they be presented the ring of the enemy..

No, not that kind of council, but a click quality council has been formed of eminent members of the click fraud community and it has agreed upon an eight point action plan:

Advertisers should never pay for double clicks or repeat clicks from the same session.

Advertisers should never pay for traffic from bots.

Advertisers should have control over where, when and to whom ads are distributed.

Domain and IP exclusion lists from search providers should be easy to use and maintain.

Search providers should provide advertisers detailed referrer information on all traffic that is billed.

Advertisers should never pay for traffic originating outside the specified geo-targeted settings.

Search engines should adopt third-party validation for click quality as other media companies have done for their audience validation.

Search providers should provide an easy mechanism to reconcile paid clicks on a monthly basis.

Further details of their work including an interesting videocast can be seen at click quality council

This commentator cannot agree more with the seventh point, the sooner third part auditing of invalid clicks is introduced the better. Search engines are refusing to be transparent to their customers, so companies such as the big four accountancy firms should be sent in to test, but not diverge the methods of invalid click detection and reparation.

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