Jeff Martin Serves as Click Fraud Subject Matter Expert in Lane's Gift's v. Google
Interactive marketing agency retained as subject matter expert on click fraud
By Counsel for the Class Members
DALLAS, Texas (PRWEB) August 1, 2006 � Zunch Communications, Inc., an international Interactive marketing agency that employs proven and ethical online solutions that deliver the highest ROI for its clients announced today it was retained as a consulting expert in the highly controversial Lane�s Gift�s v. Google case by counsel for the Class Members, several hundred thousand Google advertisers.
�Zunch�s expertise with click fraud issues was instrumental in providing me with meaningful insight as to the importance of Dr. Tuzhilin�s work to our clients, Google advertisers, and in preparation of my presentation to the court,� said Steve Malouf, Co-council for the Class Members. �The Zunch team did an exceptional job and should be extremely pleased with its efforts.�
On July 27, a federal judge in Arkansas approved the $90 million settlement between Google, Inc. and advertisers who said the search engine giant charged them for invalid clicks. By settling the lawsuit, Google will pay $60 million in credits to advertisers and $30 million in legal fees.
Having forecast the huge impact click fraud would have on search advertising dollars, Zunch Director of Click Fraud Services and Pay Per Click Auditing Jeff Martin developed Click Fraud Detective�, a pay per click auditing system that immediately alerts users when suspicious activity is occurring in their PPC campaigns and assists them with recovering their lost advertising dollars.
�We are pleased to have offered our expertise in this area to the parties of the lawsuit. Dr. Tuzhilion�s report, along with the approved settlement, demonstrates Google�s measures to filter out click fraud and other invalid clicks are reasonable,� Martin said. �As Dr. Tuzhilin noted, however, due to the inherit limitations of the pay per click model, advertisers will still find themselves at risk to click fraud, despite Google�s reasonable efforts. Because of this, Zunch will stand ready to assist advertisers in monitoring and auditing their PPC activity and guarding their budgets.�