This post sets out a short checklist inspired by the US cases reviewed in US click fraud cases test online advertising contracts. It also promotes our Internet Advertising Guide.

Drawing lessons from click fraud court case decisions, following is a short checklist for online advertising deal makers:

• Proposals: Ensure you understand what is on offer, whether you are making or receiving the offer.
• Negotiations: Thoroughly negotiate deals and record points in pre-contractual communication. This will help clarify the expections of the parties beyond merely the straight legal provisions. It will also be useful for taking legal action or defend against various legal claims.
• Contract Management: It is fundamental to contract management to: (a) read contracts, (b) keep a copy of them, and (c) make and keep records relating to them.
  
• Risk Management: All businesses should have internal controls, policies, or procedures to monitor key risks. The lack of them can signal issues requiring further or deeper examination by a judge.

For more information on online advertising we offer for sale a 10 page Internet Advertising Guide. Its contents and annexures are listed below. 

    Contents

    1. WHAT IS PAY PER CLICK?

    2. WHAT IS PAY PER LEAD?

    3. WHAT IS BUYING WEB SPACE?

    4. WHICH CATEGORY IS BEST FOR AN ADVERTISER TO START WITH?

    5. HOW CAN YOU TARGET SUCCESS IN ONLINE ADVERTISING?

    6. HOW DO MOBILE AND FIXED LINE ADVERTISING DIFFER?

    7. WHICH ONLINE ADVERTISING METRICS ARE IMPORTANT?

    8. WHAT OTHER RESOURCES ARE THERE?

    Annexures

    ADVERTISING MEASUREMENT TERMINOLOGY

    SELECTED RESOURCES  

Contact us to purchase a copy.