Change is hard. Online advertising is new. And Business Week scares the daylights out of companies when they write about click-fraud.
The damage caused to some businesses from click-fraud is probably significant (though nobody can agree on even general figures or costs) but this advertising model is less than 10 years old and the fraudster’s incentive
is short-lived and short term when when considered in the context of the resources of the giants on the supply side (Google profits almost $1 billion per quarter) and the fast growing market on the consumer side. Its worth considering briefly how much of a problem it really is and should it deter businesses from advertising online Dr. Dolittle: Tail to the Chief divx .
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