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!

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