[IP] Re: Google "disapproves" net neutrality ad

[David Farber <dave@farber.net>]

Begin forwarded message:

From: "Ed Gerck, Ph.D." <egerck@nma.com>
Date: October 26, 2009 3:12:57 AM EDT
To: dave@farber.net
Cc: ip <ip@v2.listbox.com>
Subject: Re: [IP] Re: Google "disapproves" net neutrality ad

[Dave: I'm not sure you are receiving my emails, I'm sending by  
another server -- for IP if you like]

Any of you may already know this, but from 5% to over 50% (depends on
how competitive the keyword is) of google's revenue is due to
click-through fraud. The distorted logic of why a seller does not want
to change to avoid the fraud has been a fascinating subject for me in
the past 15 years. It is best summarized in the phrase "a car stolen  
is a car sold" that (to save space here) you can google (thanks,  
google!) for my comments on it. It is similar to the phrase "when a  
fraud is a sale" that you can also google.

Google does not admit to more than a fraction of click-through fraud  
and there has been at least one class action lawsuit with payback  
(small compared with the fraud revenue).

It seems that the current high level of click-through fraud does not
really affect google's big accounts, due to their resources to  
supervise and bargain weight, but is largely  carried by the medium to  
low tiers, the bulk of users.

Best regards,
Ed Gerck
www.gerck.com







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