The rate in click fraud has decreased from 2009’s first-quarter figures recorded by Click Forensics’ reporting service, the Click Fraud Index.

According to research conducted by the search advertising experts, the fraud rate for the industry was 12.7 per cent, a drop from 13.8 per cent in the first quarter.

However, a rise was seen in publisher collusion scams – online publishers using rotating IP addresses and botnets to click on their own ads – as well as an increase in fraud traffic from scripted programmes.

Tom Cuthbert, president of Click Forensics, commented that the decline in the overall PPC marketing fraud rate was due to the "diligence of online ad networks to detect and block invalid traffic sources".

Other initiatives that Click Forensics have in place to diminish the prevalence of click fraud are a community of advertisers so that solutions can be discussed and the intent to submit reports to search providers in order to identify unwanted clicks more quickly.

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