A Texas company will soon offer a free click fraud fighter to root out fraudulent or mistaken reports about how well an online advertising campaign is doing.
The company says its technology is a first free "independent" alternative to the click fraud detection performed by Internet search providers.
The technology from Click Forensics, Inc., a San Antonio, Texas-based online fraud detection concern, will be unveiled next week.
Click fraud makes it appear a Web page has been visited more often than it actually has been. The practice is a major issue because of the significant amount of online advertising being done now.
In a recent study, analyst firm Gartner said such shenanigans skew Internet traffic results by up to 50 percent.
Advertising-supported Web interests are at particular risk of click fraud. How much Google, Yahoo and others charge for an ad depends upon the audience size.
The new click fraud effort lets advertisers share their results, which its backers say makes it a fraud meter more accurate than whats now available.
The company refers to a supposed amalgam of 40 or so advertisers, advertising agencies and search engines. But a company spokesperson didnt provide additional details.