The debate on click fraud was recently fueled by comments made by Google's CFO George Reyes, who said that such fraud, "threatens our business model." Estimates vary on how much search traffic is fraudulent -- rivals trying to drive up ad costs, unscrupulous affiliates trying to boost traffic-based revenues. Some marketers say the problem is manageable while others worry that their returns could be hurt by having to overpay for keyword ads as a result of click fraud.

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