Online διαφήμιση: από το PPC στο PPA;

Ποιος είναι ο εφιάλτης της δημοφιλέστερης μηχανής αναζήτησης στον κόσμο, η οποία στην ουσία είναι η μεγαλύτερη, ίσως, διαφημιστική εταιρεία στον κόσμο; Η διαφήμιση online είναι αναμφίβολα χρήσιμο διαφημιστικό μέσο για πολλές εταιρείες, αλλά έχει και την σκοτεινή της πλευρά, που ακούει στο όνομα click fraud.

[...]Estimates of the extent of click fraud vary, but it is generally thought to account for around 10% of clicks on advertisements, though some estimates range as high as 50%. Disgruntled advertisers have launched class-action lawsuits against Google and Yahoo!, and big companies are threatening to hold back spending on internet advertising unless the industry generally becomes more transparent and accountable.[...]

[...]But the big internet firms seem to have been worryingly complacent. Small-business owners, to whom click-fraud is most apparent, grumble that Google and Yahoo! have tried to play down the scale of the problem.[...]

[...]Stung by class-action suits, both Google and Yahoo! now insist they are taking the problem more seriously and have agreed to go along with an industry plan to draw up new standards and set up an independent auditing system to reassure advertisers by the middle of 2007[...]

[...]internet firms must also devote more attention to developing new models that are less vulnerable to fraud, such as pay-per-action, in which advertisers pay up only if visitors referred to their websites actually buy something.[...]

[...]A few months ago Mr Gross [ο άνθρωπος που πρώτος είχε την ιδέα του contextual advertising] pioneered an alternative to the pay-per-click model. In February Snap, a search engine backed by Mr Gross, launched “pay-per-action”, a new model in which advertisers pay only if a click on an ad is followed by an action such as a purchase or a download. Google is testing a similar model and Turn.com, another ad network, adopted the pay-per-action model a few weeks ago.[...]

Internet commerce Truth in advertising “Click fraud” poses a threat to the boom in internet advertising

Online advertising Trouble clicks “Click fraud” could undermine the boom in online advertising

Σχετικό post: Διαφήμιση online: η σκοτεινή πλευρά

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