Case Code : CLMM054
Publication date : 2009
Subject : Marketing Management
Industry : Internet & e-Commerce
Length : 05 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Google, click, fraud, google inc., blog, Nicole Wong, Associate General Counsel at Google Inc., out-of-court, settlement, out-of-court settlement, class action lawsuit, lawsuit, Lane's Gifts & Collectibles, plaintiff, online retail store, retails, online, February 2005, Arkansas state court, Google, Yahoo, Time Warner, America Online, Netscape, subsidiaries, Lycos, Ask Jeeves Inc., FindWhat.com Inc., Buena Vista Internet Group, LookSmart Ltd., web search companies, plaintiff's online advertisements, online advertisements, cost per click advertising program, cost per click, advertising program, legal fees, credits, search engines, spokesperson, legal battle, proprietary click protection system, investors, analysts, advertisers, Internet search giant's business, internet, search, Jim Friedland, SG Cowen, stock
1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
This article discusses the threat of click fraud to search engine website companies like Google, Yahoo!, Overture, MSN Messenger Search, America Online, and Lycos. Google announced a US$ 90 million settlement to settle the class action lawsuit led by Lane's Gifts & Collectibles. Google was the most popular search engine and revolutionized the online advertising industry through its pay per click AdWords and AdSense text based advertising model. But click fraud was a major problem and advertisers felt cheated. Many internet marketing and search engine optimization firms offer consulting services and software products that help detect and prevent click fraud.
Google’s blogpost further mentioned that the settlement agreement would cover all advertisers who were charged and not reimbursed for invalid clicks from 2002 onwards, as this was when Google had launched its "cost per click" advertising program...
Case Studies on Related Topics
1. "Online Advertising - A New Tool for Promotions"
2. "Google.com - The World's Number One Internet Search Engine"
3. "The Google IPO
4. "Google's Organizational Culture
5. "Yahoo Under Terry Semel: Towards A New Revenue Model
6. "The Turnaround of AOL