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  • by Offer
  • June 19, 2016

Online marketing and advertising companies are familiar with the threat that competitors pose to their businesses through Click Fraud practices. Many advertisers measure performance through a method called “last click attribution” which credits the last company a user clicked on before landing on their desired website. This method of data recording allows companies to more accurately understand conversion rates, as they only receive payment when a customer clicks on their ad. When business depends not only on results but on projected results it’s imperative that companies can provide accurate records of conversion rates and client views.

competitor_problems_clickfraudsRecently we at heard of a story in the news of two competing companies where allegations of fraudulent activity were released to the public. SteelHouse, an American company and Criteo, a France based firm are presently engaged in a lawsuit where “Criteo alleges in the suit that SteelHouse counterfeited clicks to trick e-tailers into attributing sales to SteelHouse that should have been attributed to Criteo, other competitors and partners, or direct traffic.”

“The suit also claims SteelHouse used the scheme to falsely advertise to customers that it “consistently outperformed” Criteo in head-to-head comparisons, which led to Criteo losing important business.”
Both companies place ads retargeting customers to their intended sites and could suffer great loses due to click fraud practices.
Criteo only learned about the counterfeit clicks when they examined their analytics in a head to head comparison with their competitor and soon realized they were victims of fraudulent activity.

Without accurate and secure ClickFraud protection, this company and others like it face projected losses of profit that are irreparable. As reported in an article by Business Insider Reporter Lara O’Reilly, “Criteo sent a cease and desist letter to SteelHouse, calling on the company to stop the scheme. But in June – despite SteelHouse’s claims it had stopped – the suit says Criteo discovered SteelHouse was still “counterfeiting clicks,” which caused it to file its legal complaint.”

In this situation what is needed is decisive action and preventative measures undertook by the company suffering from fraudulent behavior. Our comprehensive click fraud analysis algorithm can help companies like Criteo protect their client base and save money long term.

See the link to the original news article here:

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