How Fixing Broken Windows Can Decrease Click Fraud
How Fixing Broken Windows Can Decrease Click Fraud
There is a theory in law enforcement that goes something like this: If someone breaks a window in a building, and it isn’t fixed quickly, others will soon be broken. As the evidence of neglect builds, vandals will be more emboldened to break into the building and commit more vandalism and eventually destroy it completely. If, on the other hand, that window is promptly fixed, it discourages further crime because it is clear that someone is watching the store. Further, if instead of just fixing the window, you find the vandal and hold them accountable for it, a message goes out loud and clear: we’re watching and you will get caught. The problem with the broken windows theory is that it requires more than police action to put into practice. If the community isn’t involved in the cleanup effort, the initiative fails. When the community is drawn in to help police the problems, to report them and to ‘mind the store’, so to speak, crime rates drop. This theory can be extended to police nearly any venue where there is unacceptable behavior - including the problem of click fraud in the venue of PPC advertising. At the moment, the PPC industry is like a vacant building with nobody watching the store. It’s easy to enter fraudulent clicks. It’s even easier to get away with it. At the moment, a large percentage of advertisers leave the detection of fraudulent clicks up to the PPC provider - and the policy of most PPC providers is that they will provide refunds for proven click fraud upon request from the advertiser. What happens when: - The PPC provider’s software detection methods don’t catch the click fraud? - The advertiser doesn’t use fraud detection software? - The advertiser can’t back up the claim of click fraud? - The major players in the industry refer to the problem as ‘negligible’? Simply put - the click fraudster gets away with it. The rewards are enormous - estimates put the amount of money lost to click fraud in the range of billions of dollars annually. But the loss to any individual advertiser is usually negligible, and even Google sees refunding money to advertisers as no more than the cost of doing business. If we’re ever going to put a dent in click fraud, three things have to happen. 1. Advertisers have to take responsibility for monitoring their own campaigns. If you don’t know it’s happening, you can’t take steps to stop it. 2. Advertisers need to use the information they generate through their analytics to demand refunds from the PPC companies on a consistent basis. As long as the losses are minor compared to the profits for the PPC companies, their incentive for responding is limited. 3. Click fraud perpetrators have to be identified, actively pursued and penalized. Currently, modern techniques that use proxies and ‘zombie networks’ can make it almost impossible to identify and punish offenders. Those are the three elements of the Broken Window theory that make it work - community action, official backing and action and penalizing perpetrators. The first element in combating click fraud as a community is in getting click fraud prevention and tracking software into the hands of all advertisers. The difficulty of sifting through hundreds of pages of data to make comparisons and weed out patterns that signal click fraud is a daunting one for most companies. Click fraud detection software makes it almost painless - but can be expensive. Other parts of the internet market have benefited from open sourcing of software to manage content, manipulate graphics, and create communities and process payments. An open offering of free click fraud prevention software will encourage advertisers to start monitoring their own logs and records and identify potential fraudulent clicks. In addition, an open offering encourages others to modify and extend the software and make those extensions available to the community at large. With those monitors in place, the second part of the equation becomes more possible. When it’s easy for advertisers to identify and document fraudulent clicks on their campaigns, it becomes that much easier for them to demand refunds for those clicks. The third part is an outgrowth of creating a community that actively works to eliminate click fraud. For the time being, click fraudsters are loose in a neighborhood of broken windows. With the right tools, we can begin to repair the windows and create a community that makes it nearly impossible to get away with their tactics. Jay Stockwell has been fighting click fraud since 1999. In 2004 he developed the first version of Click Sentinel which was released 6 months later to critical acclaim. His release of <a href="http://www.clicksentinel.com">Click Sentinel</a> (Version 2) redefines how click fraud should be addressed.
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How To Identify A Virus Infected E-mail Message?
It is often difficult to identify an infected e-mail message. The way modern viruses and mass mailing internet worms function, messages can seem to arrive from friends or colleagues. In reality most infected messages are being automatically sent by another infected machine who has no idea their machine even has a problem. Since the virus or worm pretend to be the owner of the infected computer it can be hard for you when you get unexpected email messages from them. Here are a few important things to watch for: 1) E-mail messages from people you don’t know (including and especially SPAM). These are usually the culprits that put a virus on your computer. 2) E-mail messages from friends or family that you were not expecting (especially if they contain attachments). It is possible that these may not be from people you know, but may actually be spam messages. 3) Attachments in an email with subject lines that seem inappropriate or strange, even if it’s from someone you know. For example, an email from your retired father who is on a beach in Mexio titled “Update on system report” is suspicious. 4) You should NEVER EVER launch an attachment that ends with an .exe, .pif, .com, .bat, or .scr extension until you have scanned it with up-to-date virus scanner. Even files ending with .doc, and .xls (word and excel documents) can carry macro viruses and should be scanned. It does not matter if you completely 100% trust the person it came from. SCAN IT. 5) Never open SPAM email. Spam email is too easy to copy and use to send a nasty virus. I’m not saying spammers send viruses, but virus senders/creators do use spam-like messages to send their viruses, Trojans, and internet worms around. 6) If you’re not 100% sure the email is legitimate, call the sender and ask before opening the attachment. If you’re sure you’ve received an e-mail message with a virus, you should delete the email WITHOUT opening the email or the attachment. If it is important, it can always be resent. 7) Email is becoming the #1 method for viruses, worms and Trojan horses to spread. Take extra special care with your email, and you will not only protect yourself, but prevent yourself from accidentally becoming a spreader of virus loaded email messages. The smartest thing to do is simply install a very affordable antivirus program (like Norton, McAfee, or PC-cillin) and set it to automatically scan all incoming and outgoing email messages and attachments. This way you protect your own computer, and make sure you don’t forward any infected messages to your friends and family. The most important thing you have to realize is that viruses cannot get on your computer by themselves. You do have to put them there by opening files that can contain the harmful viruses. They could wipe out your hard drive, which could be detrimental for you if you have important files stored there and for which you don’t have a back up disk. If you do get a virus on your computer, you don’t have to panic. If a virus is active in the memory, the anti-virus software may not be able to detect it. If you really want to make sure your computer doesn’t have a virus, turn it off and reboot it using a disk that you know doesn’t contain any virus such as your antivirus software’s recovery disk. Learn how to<a href="http://www.reprint-content.com/Article/Remove-Blackworm-Virus/1581">remove blackworm virus</a> and how to block trojan horses, spyware, computer viruses, in the future. Large choice of <a href="http://www.reprint-content.com/Category/Security/149">Computer Security Articles</a>
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