Click Forensics & Yahoo Team Up To Build Factr

Jul 10, 2008 at 8:42am ET by Barry Schwartz

Click Forensics, Yahoo take on click-fraud cases from News.com reports that in part of the Click Forensics & Yahoo partnership, they have teamed up to build a new software tool to detect click fraud, named Factr.

Factr, Fully Automated Click Tracking Reconciliation, automatically queries Yahoo’s search ad platform when Click Forensics detects click fraud. The tool provides automated detection of click fraud and streamlines the refund process with Yahoo.

Steve O’Brien, vice president of marketing for Click Forensics, said:

We’re trying to automate what has been a tedious manual process for online advertisers. With a click of a mouse, advertisers can say, ‘I want this report submitted to Yahoo, and I want verification from Yahoo that I’m getting what I paid for.’ We handle the rest in (the) background.

O’Brien added that they are “in conversations with” Google about using a similar tool in the AdWords platform.

Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here.

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