Fair Isaac Clicks With Online Behavior Study

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Fair Isaac Corp., maker of the ubiquitous Falcon anti-fraud payment system, said it has agreed to undertake a study on click fraud and click quality in pay-per-click advertising. The study, conducted with the Search Engine Marketing Professional Organization, will be used to help online businesses to differentiate between Internet advertising "clicks" that are genuine expressions of human interest and those that are not. Fair Isaac scientists believe the neural networks they use to detect fraud for 450 million active payment cards worldwide can be used to differentiate between real and fake "clicks." SEMPO members and non-member advertisers will have an opportunity to contribute anonymous click stream data to the study. In exchange, they will receive meaningful analysis of their search engine advertising and potential click fraud.

For info: www.fairisaac.com. (c) 2006 The Credit Union Journal and SourceMedia, Inc. All Rights Reserved. http://www.cujournal.com http://www.sourcemedia.com

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