August 04, 2005
YPN (Yahoo! Publisher Network) Beta Launches: Myopic Webmasters Don't Get It.
Forums across the Internet are filled with Webmaster/Publisher complaints and large doses of dribble and noise about the YPN. Way to many posts about their dissatisfaction in not being able to join, useless micro management posts and a feeble attempts to compare a Beta product with Googles AdSence. For the most part, these Webmasters/Publishers don't have the slightest clue nor a desire to even learn about the proper way to enter the PPC (Paid Per Click) space and the most important issue and benefit that a tightly controlled and restricted Beta provides.
Yahoo! Gets It.
The YPN Beta is currently available as a human reviewed invitation-only beta with a link on this page to apply for consideration. This Beta will be limited to approximately 2000 Publishers. This is an outstanding way to enter the fraud filled PPC space and tells me that Yahoo! clearly understands the challenges they face. When viewed from a long term perspective it also assures Webmasters that cheaters won't dilute the revenue stream, enhances the stability of the program, provides Advertisers with an additional measure of confidence, and may in fact provide Publishers with greater earnings. I don't care if it takes 6 months or 6 years to iron out the bugs and tighten anti-fraud procedures in the YPN. The long term benefits override any short term considerations.
Site Fraud and Beta Tweaks to catch it.
All PPC Networks are targets for cheaters. Yes, I understand that Overture is a Yahoo property but that doesn't mitigate the requirement to deal with site fraud in a proactive and robust fashion. Typically, the early sign ups for any new PPC Network contain a huge percentage of cheaters, gamers, and non compliant sites. These folks have already been terminated by the other major PPC Networks like AdSence and can't wait to test the waters and steal money.
I've seen new PPC Networks, who prematurely launched, closed down within hours of the launch because of cheating. Smart Advertisers demand an industrial strength and proactive anti-fraud procedure and timely "make good" refunds for fraudulent clicks. Although I don't have any confidential information about the YPN, the fact that they are choosing to closely monitor the Beta sites and tightly control the program before a public launch leads me to conclude that they not only understand the serious implications of fraud but intend to continue to tweak their technology and procedures in an effort to improve fraud detection. This "slow down" is outstanding.
Anti-fraud Wish List for YPN
The media and Forums are full of great articles about the Webmaster centric features of the YPN and the competitive nature of the continued enhancements to the AdSence program. I won't repeat this stuff, but I will focus on numerous anti-fraud procedures which I not only hope YPN implements but no one else is talking about. Fasten your hard disk:
Each Affiliate site must be manually reviewed for approval.
The YPN code breaks if used on a site which is not approved.
Use the Whois data to communicate with prospective affiliates. Reject all affiliates that don't use their Whois email address.
Reject all perspective affiliates who have a confidential/proxy Whois profile
Use technology which prevents the same affiliate application to join after they have been rejected. Lock them out for 6 months and tell them this.
Use an "https" application page to join and require a phone number and social security number/tax ID on this page.
Display your TOS at the top of your application page and require a check box agree selection to submit the Form.
Sites which display your YPN Advert and any other Networks contextual Advertisement like AdSence on a given page should be warned once. If it happens again, ban them for life.
Set up a dedicated email address and Forms page to report non compliant sites. Investigate these complaints in a timely manner and take immediate action when warranted.
Your "Compliance Team" should not report to marketing.
Carefully select a team of very experienced employees who understand the "culture" and operation of Forums which focus on Affiliate Programs and Advertisers. This team should join and participate in these influential Forums which number around 6. Use this opportunity to educate and help. Don't restrict yourselves to the "Google Guy" persona which is myopic and contains a lot of noise/dribble.
Deploy an aggressive legal team who's primary goal is to sue Affiliates who's sites generate fraudulent clicks and have been paid. Sue not only the big dollar cheaters but a few of the little guys. Leak the news to the Media. Sue often and don't hide this fact.
Manage your support resources carefully. Don't waste your time with a continued dialog with terminated or rejected Publishers. Cheaters love to waste your time. Bring the case to a timely conclusion and don't respond after this. Spend your valuable support resources enhancing your relationships with the most important asset you have: Advertisers! Provide Advertisers with phone support, tips and tools to monitor the ROI of their Campaign and most importantly, provide them with guidance/tips and encouragement to identify sites which are delivering fraudulent clicks.
Respond to Advertisers "make good" requests in a timely and fair manner. Don't play the stall game. Immediately credit/refund money spent for fraudulent clicks and encourage your Advertisers to help you control cheating.
Sites which display or sell "keyword lists and bids" should be immediately terminated from YPN. Insure that your TOS clearly state this and don't mince words.
Spend the necessary time to thoroughly investigate your syndication partners. You will be judged by the actions of your partners. More specifically, Elliot Spitzer is just around the corner so permanently reject any direct and or indirect relationship with the Spyware/Adware slime bag Networks.
The Last Click!
Am I dreaming? Wishful thinking? One things for sure, I feel great about my Anti-fraud Wish List for YPN and only time will tell. I also hope that other Networks will take note of my thoughts and do something!
Posted by Steve_S
August 03, 2005
A Parents Cry for Help: Instant Messenger Abuse.
It's not unusual for me to receive phone calls from this sites visitors who need help. This call was different. Mom and teen daughter were in a panic and indicated a scruffy looking stranger was at the front door asking to see the teenage daughter and even worse, the stranger knew far to much about the teen. This was an exclusive gated Community which required a Password to open the gate and located a few miles from my office. I advised Mom not to open her front door, politely ask the stranger to leave, use the Panic button on her alarm and then call the police. It would take me a few minutes to reach the house with my "digital kit" on a pro bono house call. What I saw and learned not only confirms my view that the Internet is a very dangerous place but lot's of Parents and teens need a strong dose of reality and training.
Tears and Angst.
Mom and the teen daughter were waiting in the living room. After displaying my Drivers License, I addressed the issue in a somewhat direct and tackles manner. Do you use a Computer to access the Internet? Do you use Chat Rooms and or IM (Instant Messenger)? Yes to all my questions from the teen and No from Mom who continued to cry. How would a stranger acquire the pass word to the front gate, your DOB, favorite foods, High School name, and your home address? Silence from the teen. Glassy eyed stare from Mom. Can I see your Computer? What was the last thing you were doing on your Computer? What is your favorite thing to do with your Computer?
An infected machine: Spyware and predators galore.
Packets were flowing in both directions. The machine was infected with tons of Spyware and IM was displaying lots of stuff including a "Joe" meeting date and numerous strange links.
Mom, I'm unplugging the Broadband Cat 5 Cable and taking the Modem with me. I'm also taking the Computer with me. Is this OK? Sure. I have a professional service who can fix the infection or you can choose from any of the following. Is this OK. Sure said Mom. However, none of this repair work is the core issue which we need to talk about. Teen begins to sob and cry. Mom indicates in an emotional tone that both she and her husband don't know anything about the Internet.
Tough Love from Me!
For Mom and Dad: The Internet is a VERY dangerous place. If you don't understand how this can occur and or don't wish to engage your kids with a family friendly security policy, you shouldn't have Internet access in your home. When I say dangerous, let me be rather direct in telling you what will happen in various cases: rape, identity theft, infected machines which no longer work, kidnapping, extortion, blackmail, sexual abuse, murder, drug addiction, robbery, and more! Dad arrives home and joins the discussion. I repeat my warnings and then offer some advice: Mom and Dad, take a course on the Internet and learn how to use it properly, hire a consultant (not me as I'm pro bono only), sit down with your daughter and surf the Net together, find sites that all of you can talk about at the dinner table. Make it a family affair with Security procedures. Mom and Dad agree and I provide third party resources.
For Teen daughter: Don't bother answering my questions teen diva! I know what happened. I can see what happened. I can read the logs of your IM chats. I can see that the machine is infected with Spyware. I know how you met the "dude at the front door" and how he obtained way way to much data on you! I know that teens spend much more time on IM during the summer months. These are the rules and if you don't agree or have questions, please speak up because I don't want to return.
My way or the highway. Rules of the road.
Don't give sensitive information to strangers. Any stranger! Via IM or anywhere else on the Net. ONLY use your first name or better yet a handle/screen name.
Don't click on unknown links sent to you via IM, email, Chat Rooms, or unknown web sites.
Assume that your real friends/buddies who you have known from school don't have a clue about how dangerous the Internet is.
Install a Firewall, reliable Anti Spyware software on your computer, and Anti Virus software. Keep your profiles updated.
You seem to be a smart kid and not a rebel without a cause. I see real "love" in this room. Take this foundation and spend some time with Mom and or Dad surfing the Net together. Talk about this stuff at the dinner table. Do it together and have fun.
Sure, I understand your a teen and need your "space" in some cases but let a healthy dose of paranoia guide you. Would you tell all your sensitive data to a stranger you met at your High School dance? Of course not, teen diva says. Then use these same common sense rules to guide you on the Internet.
I'm also aware of what your friends are doing and the resultant peer pressure to be "cool" and transparent. Use the "dude at the front door" story to educate them and stick to your guns.
Any questions teen diva?
Teen Daughter: I understand Steve, but your kinda strict and my friends won't think this is cool.
Sure, I understand teen diva but that's the way it's going to be unless you want scruffy looking strangers knocking on your front door and the resultant fear and panic that you and Mom suffered. You make the choice and then tell all your friends about the "dude at the front door" and rape, identity theft, infected machines which no longer work, kidnapping, extortion, blackmail, sexual abuse, murder, drug addiction, robbery, and more!
Long pause from teen diva and then...
I get it. Thank you Steve.
Posted by Steve_S