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jcokos
Staff
Joined: Eons Ago
# Posts: 63
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Posted: 09/29/2003 11:48 am
Reposted Article from Gazette Issue #205
Let's examine an industry, Pay Per Click Search Engines (PPCs), where a little bit of regulation/standards/ethics might change not only the public perception of the industry, but actually improve the overall profitability from the perspective of both the PPCs themselves as well as their advertisers.
PPC is an industry that's a target for quite a bit of fraud. Affiliates (partners) will use automated programs to artificially boost their earnings through the PPCs ... advertisers will very often spend a lot of time (and money) trying to click-down their competition ... and then theres the group that just wants to cause havoc and click on every paid link just for the fun of it. In an effort to provide PPC advertisers, both present, and those contemplating a jump into the fray, with some measure of security and basic expectations, we pose the following questions to the entire PPC industry, and follow these up with our commitment here at JimWorld to begin laying the groundwork to actually set up some of the backend to provide some motion to the ideas.
1. Knowing that there is fraud in the PPC industry .... Would you be in favor of having an RFC and/or guidelines drafted by other PPC operators that would ensure to the advertisers that should they advertise with a "Compliant PPC" that they could be assured of at least a minimal set of fraud screening standards?
2. What are your thoughts in the creation of a shared code base or knowledge base between the PPCs for the purpose of disclosing (privately) findings of abusive individuals, ips, apps, bots, and so forth, so that these standards could be more easily met ?
3. If there was to be erected a "Better Business Bureau" for the PPC industry, with the ability for advertisers and affiliates to have a common community where they could post grievances and for the PPCs to post defenses, would this be a good thing or a bad thing for an industry that of late has come under heavy fire from both advertisers and affiliates?
4. Should all PPC engines consider adopting a common outbound XML structural format to make affiliate integration easier? Currently, there are about 500 PPC engines and 500 different feed formats out there, making the programming and compliance task for affiliate partners a nightmare.
5. Similarly, would you support a common data exchange format for larger partnerships among the PPCs to more easily exchange paid listings among themselves, more easily facilitating integration on a larger scale?
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