Google, Yahoo! click fraud range set at 10% to 15%

Yahoo! (NASDAQ: YHOO) and Google, Inc. (NASDAQ: GOOG) continue to turn up those collective noses every time the subject of "click fraud" comes up to bat. It's something all companies that bill ad partners for mouse clicks can't avoid, and the legions of unscrupulous hucksters who want to cost competitors marketing dollars for bogus clicks will not end any time soon. Google has made it a point of saying it has very sophisticated and proprietary systems to track the causes of click fraud and return ad spends to clients who believe they are victims.

Are paying customers satisfied with that promise? At an InterACT Conference today in San Francisco, a chief research scientist for Fair Isaac will say that 10% to 15% of clicks billed to Pay-Per-Click (PPC) advertisers that use Google, Yahoo!, Microsoft (NASDAQ: MSFT) and other Internet portals are the result of fraudulent traffic. Now, this will be an interesting statement to forensically dissect, as in "how does he know that?"

Google will most definitely hear from ad partners who continue to maintain that they lose millions of dollars to worthless clicks (clicks that result in no actionable intention from the clicker). As such, Google's constant battle with the actual methodology and motives of those reporting significant levels of click fraud will again be front and center here. Is Fair Isaac inflating its estimates with an ulterior motive in tow? Google probably thinks that, as Fair Isaac sees a new "fraud prevention" business model ripe for exploit here. Or, does it?