Google CFO is Worried About Click Fraud

According to a report from CNN, Google's CFO is very concerned about click fraud. His concern isn't the fraud itself as much as it is that advertisers are requesting (and being given) refunds for fraudulent cilcks. Google is actually a lot better at catching click fraud than most PPC search engines, but they are still vulnerable and are starting to worry about the long-term viability of their business model. In the CNN article, Jessie Stricchiola from Alchemist Media complains that Google has been stubborn about working with advertisers regarding click fraud, but the fact is, Google is probably the best of all the PPC search enines at filtering out fraudulent clicks in the first place. Anyway, I'm glad Google is finally owning up to the fact that there is a serious problem with fraudulent clicks. I still think the PPC search engines won't ever be able to eliminate click fraud as long as they continue to syndicate their results to all their rinky-dink partners/affiliates.