Search Engine Land reports that Yahoo has appointed Reggie Davis as "Vice President of Marketplace Quality" to address concerns regarding invalid and fraudulent clicks. Barry adds over at Search Engine Land that 12 to 15% of search ad clicks are discounted.

WebmasterWorld has forum discussion from the SEM community which overall is supportive of this move. The discussion is revolving around whether Reggie Davis is tech-savvy or if he is a great lawyer. Being both couldn't hurt either.

As one member states:

If I were an advertiser, I'd feel more comfortable if the click fraud czar was a top notch techie to protect my interests.

If I were a Yahoo! shareholder, I'd feel more comfortable if the click fraud czar was a top notch lawyer to protect my interests.

Another member has similar sentiment:

The real challenge is to detect a fraudulent click technically speaking.

But hey, if you're happy with a lawyer doing this job, good for you and good for Yahoo.

Forum discussion continues at WebmasterWorld.

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