Sometimes, no matter what you say, folks will insist on hearing what they want. In what can only be described as a fundamental lapse of journalistic integrity, ZDNET ran a piece asserting Google CEO Eric Schmidt had suggested the best response to the problem of click fraud was "Let it happen..."
The truth: "Eric was asked about click fraud: "Recently there’s been some talk about click fraud being a potential threat to the entire advertising business model. I was just wondering what your thoughts on that were and if there’s an economic solution to it more than just technical solutions."
Eric made clear from the very beginning that he wasn't describing our approach to click fraud and was answering hypothetically. He introduced his answer by saying: "Let’s imagine for purposes of argument that click fraud were not policed by Google and it were rampant ..."
The "let it happen" excerpt followed, in which he discusses the economic forces that can retard click fraud: "Eventually the price that the advertiser is willing to pay for the conversion will decline because the advertiser will realize that these are bad clicks. In other words, the value of the ad declines. So, over some amount of time, the system is, in fact, self-correcting. In fact, there is a perfect economic solution, which is to let it happen."
But he made clear that we don't take that approach, by adding that click fraud is "a bad thing and because we don’t like it, and because it does, at least for the short-term, creates some problems before the advertiser sees it, we go ahead and try to detect it and eliminate it." He also said, "In Google's case, we worry about this a lot and we have a number of technical engineers who think that this is great fun to try to go ahead of this and get ahead of it... more
