US search engines to team up to fight Internet fraud
The Internet's leading search engines are teaming up with an advertising trade group to find a better way to identify and measure "click fraud," a scam that has raised doubts about the Web's trustworthiness as a marketing vehicle.
By Agencies |
SAN FRANCISCO: The Internet's leading search engines are teaming up with an advertising trade group to find a better way to identify and measure "click fraud," a scam that has raised doubts about the Web's trustworthiness as a marketing vehicle.
The initiative, announced on Thursday by the Interactive Advertising Bureau, will draw upon the expertise of Google Inc, Yahoo Inc and Microsoft Corp - the owners of the top online search engines - to attack a problem threatening to erode their profits.
Combined, the three companies control 86 per cent of the lucrative US search engine market, according to comScore Media Metrix.
Two smaller search engines, InterActiveCorp.'s Ask.com and LookSmart Ltd., also have joined the alliance.
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