Click Forensics claims to have more than 1,300 advertisers and agencies contributing data and using its service. The company's network includes Fortune 500 companies and some of the largest retailers, travel sites, financial services firms and pharmaceutical companies, Click Forensics said.
Google, Yahoo and other search engines use their own technology to determine fraud. The practice has caused some resentment among advertisers, who usually don't have full access to publishers' technology and data, Cuthbert said.
"We feel the problem of click fraud will never be resolved unless there's an industry-wide solution," Cuthbert said. "Our view is that this is inevitable."
The tension between search engines and advertisers has led to legal action. In March, Google reached a $90 million settlement in an Arkansas lawsuit filed by online gift company Lane's Gifts & Collectibles and Caulfield Investigations, a private investigation firm. The suit accused the search-engine giant of failing to reimburse advertisers for fraudulent clicks. The plaintiffs also sued Yahoo and America Online Inc., which is now called AOL.
Subsea cable alternatives can provide a level of comfort for those concerned about disruptions. Realistically, they will continue to play a small, but critical role in the short term.
Maintaining existing network infrastructures often incurs huge technical debt before newer technologies are adopted over time.
Amid ongoing regional uncertainties, telecom infrastructure in the Middle East has expand to include terrestrial low-latency network infrastructure, which offers resilience and agility in navigating political complexities without relying solely on undersea networks.
