Understanding and preventing invalid clicks and questionable activity and with Microsoft pubCenter

Invalid clicks and questionable activity are something that impacts every advertising network.  We believe Microsoft pubCenter has a great group of publishers, who operate in a way to preserve the quality of the network.  The value of the network is something publishers and pubCenter must work together to safeguard.  So we all are working off the same page, let’s review invalid clicks and questionable traffic.

Invalid Clicks:  These are clicks we decide not to charge Microsoft adCenter advertisers, since they may falsely drive up publisher revenue and advertiser cost and/or provide no value to the advertiser. Examples of invalid clicks are the second click of a double-click, a publisher clicking on his/her own ads, automated clicking tools, deceptive software or a publisher encouraging clicks on his/her ads.

Questionable Traffic:  This is a subset of invalid clicks that are produced with the direct purpose or driving up publisher revenue and advertiser cost.  Examples of these include:

· Automated clicking or impression tools, robots, or other deceptive software.

Publishers clicking or encouraging family members click on his/her own ads.

· Third-party programs with user incentives, such as paid-to-click services and click-exchanges.

Here are a few simple rules to help keep your account in good standing:

· Don't click on your own Microsoft ads or ask others to click on your ads.

· Don't employ pop-up prompts or automatic software installations.

· Promote Trustworthy Computing.

· Be aware of how your site is promoted.