Major search engines form alliance to battle click fraud

08/2/2006 | Washington Post, The

The Interactive Advertising Bureau today was expected to announce the formation of an alliance among the major search engines to fight click fraud. The group, which includes Google, Yahoo!, Microsoft and others, will create guidelines to identify and measure click fraud, with the ultimate goal of cleaning up the endemic problem. IAB CEO Greg Stuart said the alliance reflects the industry's "commitment to being the most accountable advertising medium and providing marketers with the highest level of transparency."

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