Why CPA is Not a Cure for Click-Fraud

iMedia Connection - September 15, 2005  A Chapell Article
Rarely does the first solution to a problem actually succeed...This seems equally true in the marketing biz: when a new technology or advertising program is rolled out, we can't be sure that it will appeal to its target audience or solve the problems at hand. We've really just got to watch and wait. In reviewing the click fraud controversy, I think we can see why CPA isn't a panacea for the industry...(more).