Click Fraud Network

There is a new sheriff in town at Yahoo Marketplace Quality...and his name is Reggie Davis.

In this article, Davis says the "discard rate," or percentage of clicks that for some reason or another were problematic and thus the advertiser is not billed, averaged between 12 percent and 15 percent at Yahoo. The rate of fraudulent clicks, those designed only to run up charges to the advertiser, is a "subset" of that total discard rate, he said.

Read the full article here.

That would be nice - and we have heard that from many advertisers. 

In regards to Reggie Davis, the new Click Fraud Czar at Yahoo, I met him at SES in New York last week and also listened to him speak on the Auditing Paid Listings & Click Fraud Issues panel.  He seemed very sincere, was very well spoken, and most importantly, he did not sound like an attorney - he sounded like someone who is ready to listen to the advertiser community, work with third parties, and start improving transparency and trust at Yahoo.

But, talk is cheap - let's see what Reggie proposes in his first 100 days as Click Fraud Czar and how quickly Yahoo intends to roll out his plan.