E-commerce Insights: All You Should Know About Click Fraud
(And what you can do about it)
Credit Card-like Models
Michael Leonard, CEO of the recently launched Authenticlick, described how his company rates clicks “using models similar to those used in the credit card industry for credit scoring.”
To build scoring models using CHAID (chi-square automatic interaction detector) trees, he notes that Authenticlick combines tens of thousands of metrics, including:
+ Internet provider patterns,
+ time of day,
+ frequency,
+ landing page and
+ country of origin.
- Companies:
- Yahoo! Search Marketing
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