Last week Yahoo publicly announced its intention to start fighting click fraud more actively. In fact Yahoo broke the war to click fraud after the lawsuit filed in the U.S. District Court in Los Angeles.

The suit alleged Yahoo to certain measures to be taken to prevent click fraud for further. So what should we expect from Yahoo in this concern?

• Traffic Quality Advocate – appointed by Yahoo an Advocate will serve client interests and address advertisers concerns about click fraud
• Extended Claims Period – the period to submit click fraud claims will be extended. If an advertiser didn’t submit his claims before or the credit was not given to the advertiser previously, Yahoo will issue a 100% credit for advertiser to use according to his wishes
• Traffic Quality Resource Center – advertiser will be provided by more detailed information on the click fraud issues
• Industry-Wide Click Protection – Yahoo will work on industry-wide protection from click fraud
• Access to CTP System – A panel of advertiser will be given an access to Yahoo Clickthrough Protection system and a possibility to meet with CTP team to pose the questions and give the feedback on fighting click fraud

Well, along with advertising account interface redesign already claimed Yahoo this change may make Yahoo Search Marketing not only more easy to use and manage but also more cost effective. From our end we have no choice but wait till these changes implemented!

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