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Maybe The Fight Against Click Fraud Isn’t Hopeless After All
One good quarter does not make a trend, but there is a glimmer of hope in the fight against click fraud (fake clicks that can nevertheless cost advertisers money). Click Forensics is reporting that the overall click fraud rate was down half a percentage point in the first quarter to 16.3 percent. Although that is still higher than the rate was a year ago, it could be an indication that Google’s and Yahoo’s efforts to filter out bad clicks on search and contextual ads and improve the overall quality of those ads is starting to have an effect.
When you look at the click fraud rate on their respective content networks where the worst offenses occur, AdSense and the Yahoo Publisher Network, the click fraud rate there also dipped slightly to 27.8 percent from 28.3 percent in the fourth quarter. That is still nearly a third of all clicks and needs to seriously go down further.
Perhaps this year the overall click fraud rate can be held steady instead of rising 15 percent, as it did in 2007.
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Click Forensics Raises $10 Million B Round
Click fraud is a big business, and so is detecting it. Click-fraud auditing firm Click Forensics has raised a $10 million B round, led by Sierra Ventures. Also participating is Austin Ventures and Shasta Ventures, who invested in the company’s $5 million A round last January.
Advertisers and Website can subscribe to the company’s service, which claims to be able to identify fraudulent clicks on ads, and even clicks from competitors. Of course, if Google were to ever defeat click fraud, Click Forensics would be out of business. But what is the chance of that happening?
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Ads-Click Introduces MicroSocialAds In Beta. Now Get Paid to Spam Your Friends on Facebook.
Why should Facebook, its advertising partners, and application developers be the only ones to be able to make money from spamming your friends with ads and come-ons? Today, Ads-Click launched a private beta called MicroSocialAds that will let you get in on the advertising frenzy by inserting targeted, contextual text ads into your Facebook page. (As if Beacon wasn’t bad enough). Every time your friends click through to that Dell laptop or natural Viagra ad, you will get paid 80 percent of the ad! You may also find yourself without any friends. But, hey, at least you will be richer for it. Marginally. (Disclosure: Ads-Click is a TechCrunch sponsor and our TechCrunch France editor, Ouriel Ohayon, sits on its board).
The ads on Facebook will appear as a line of text no more than 35 characters long. They are designed to be as unobtrusive as possible, are highly targetable by interest, and allow people to opt out of them. Ads-Click will match each ad from its network of more than 200,000 advertisers. The MicroSocialAds will be added to people’s profile pages just like any other Facebook application. (Again, the private beta just launched, so you won’t find this by searching Facebook’s application directory just yet). Explains Ads-Click CEO Pascal Rossini
We take the same approach as a company like AdBrite who already does this on Facebook, or any other app that uses AdSense. The only difference is that we remunerate the users and not the app owner.
Fair enough. But this is sure to be controversial on many levels. First and foremost, anyone who adds such an app to their Facebook page would appear to be in direct violation of Facebook’s terms of use, which unequivocally state:
In addition, you agree not to use the Service or the Site to . . . upload, post, transmit, share or otherwise make available any unsolicited or unauthorized advertising, solicitations, promotional materials, “junk mail,” “spam,” “chain letters,” “pyramid schemes,” or any other form of solicitation;
On the other hand, Facebook is built on the backs of its users. They supply most of the content and activity. Why shouldn’t they get a cut of the advertising generated from their personal Facebook page—or MySpace or Bebo page, for that matter?
In fact, MicroSocialAds are not limited to Facebook. The personal ads also work with MSN Messenger, and will soon be available on Twitter, Yahoo IM, Skype, and OpenSocial. If you have no problem spamming your friends, or if the ads could be micro-targeted by you to the point where they don’t feel like ads, but more like personal product suggestions, then they might actually work out. The concept, though, certainly blurs the line between the social and the commercial. They need to be social enough so that they are palatable to the people expected to add them to their social communications, but commercial enough that they offer a return for advertisers.
What do you think? Does this represent the next stage in personalized advertising, or is it offensive?
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Web Call centre solution Sky-Click opens today
Switzerland based SKY-click is releasing today its light-weight 100% web based call centre. Since our first review about 800 companies registered to their alpha version but now SKY-click is launching at full speed.
SKY-Click is a 100% web-based and easy to use call centre solution based on Skype. Implementation and usage is simple and quick. SKY-click enables free PC to PC and cheap PC-to-Phone communication between a company and its customers. It allows the seamless integration between a company’s website, its customers and its call centre.
When a customer surfs a company’s website he has the possibility to press a “Click to Call” button that initiates a call or video call with the company’s call centre or the relevant expert. One of the most interesting elements of SKY-click is its simplicity and ease of use. The service can be set-up online for instant and free testing and does not require any additional hard- or software investments. It all runs on a company’s existing infrastructure of computers with free Skype installed. All you have to do to use the SKY-click call centre is to download the SKY-click Agent Console to your agents’ computer. The administration is all done on a web-based interface which makes SKY-click probably the first virtualized call centre solution.
The service comes with a lot of interesting features that you should expect from a professional call centre solution: agent management (time, languages, products/services…), call queuing, dispatching & forwarding, missed Call solution, reporting & feedback and many more. The solution features a standard Salesforce.com integration that makes its CRM use seamless: The call centre agent can see the customer history, edit or create a new account. Contrary to traditional call centres SKY-click allows agents to see what his client is looking for on the company’s website and he can even visualise the page the customer clicked on to call. This solution will probably be welcome by many e-commerce websites but also online services company searching for better ways to interact with their audience.
In any case calls are free for customers calling in. Their solution is also cheaper than any other available solution on the market and is characterized by transparent and simple pricing: 10 USD/ months / agent (promotional price for the launch). A special access has been reserved for TechCrunch readers. If you enter “techcrunch” in the registration form will get an extended 3 months free.
More on Sky-Click’s blog
disclaimer:Sky-Click is a sponsor of TechCrunch French edition
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