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BuzzCity to join with the National University of Singapore to study how to safeguard ad quality

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By The Drum Team | Editorial

March 23, 2012 | 2 min read

BuzzCity has announced that it is joining with the National University of Singapore to conduct research with the aim of safeguarding CPC by finding a way to stamp out ‘click fraud’.

Fraudulent site owners generate clicks on ads that appear on their own site to boost their earnings, which diminishes the efficiency of a campaign.

Dr KF Lai, BuzzCity CEO, said: “As mobile traffic and internet advertising grows, click fraud has the potential to diminish the trust of advertisers who otherwise should be getting better returns from their growing mobile budgets.

“BuzzCity already has a system in place to detect and discard fraudulent clicks before they reach advertisers’ accounts, but we want to ensure that it doesn’t become an issue moving forward.”

Professor Wong Lim Soon, provost chair professor and head of computer science at the National University of Singapore, added: “While it may never be possible to reveal the intent behind a click, research like this – whether it is a competitor who has a vested interest in draining its rival’s ad spend, or a publisher who wants to earn more money without investing in the audience – will help create mathematical models to better identify quality traffic for advertisers, and improve earnings for publishers.”

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