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Web analytics company debuts click-fraud detection

Aims to scale back fraudulent clicks in search-engine advertising

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A Netherlands Web analytics company this week debuted a product that aims to sniff out online click fraud in which a person or programmed script incurs a pay-per-click charge for an advertiser by making it appear that a legitimate visitor has clicked on their Web site. OneStat.com, based in Amsterdam, released its click-fraud detection reports, which it says will present evidence of potential click fraud such as technical details of data collection and analysis that will help to negotiate a refund. The company in an announcement cited research that has shown click fraud can account for up to 20 percent of the average pay-per-click advertising budget. Pay-per-click advertising includes programs through sites like Google and Yahoo in which advertisers buy keywords that when entered in a search query will display their Web site in a text ad -- usually along the top or side of the search-results page. OneStat's click-fraud detection is based on a number of measurements and a comparison o...