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Google has been under a lot of pressure these days to become more open about their efforts towards combating click fraud. Google’s main source of revenue is online adver

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

tising via their AdWords program. AdWords allows advertisers to have their ad shown when a particular keyword is searched for in Google or if the same keyword appears in

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

the content of a website that subscribes to Google’s AdSense program. Each advertiser submits the maximum amount of money that they are willing to pay Google if someone

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

clicks on their ad and is directed to their website. Advertisers compete for ad placement using an auction mechanism. Google shares their advertising revenues with webma

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

sters that subscribe to AdSense making it one of the most popular methods for monetizing a website.

Click fraud is committed when an Internet user clicks on a pay per c

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ick (PPC) ad for the sake of generating revenue for a particular website or in order to deplete a competitor’s advertising budget. Such behavior is against Google’s Term

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

s Of Service (TOS) and any webmaster found violating the TOS is promptly and permanently banned by Google. However, this is where things get a bit tricky for publishers

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

nd advertisers.

First of all, Google does not release to the public any information about their mechanisms for detecting and preventing click fraud. Google claims that

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

releasing such information would make it possible for hackers to abuse their system. Many webmasters however maintain that they have been dropped from the system even th

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

ugh they have done nothing to violate Google’s TOS. Some people claim that something as simple as a single user who clicks on too many AdSense ads is enough to get you b

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

anned. Of course this is very worrisome for webmasters since anyone who dislikes them can easily have their site disqualified and banned by Google.

In addition, adverti

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

sers are using 3rd party companies to try and measure how much click fraud is taking place on their ads. Some are finding that click fraud rates are more than 40% which

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

s very high. As a result advertisers are asking Google to become more open about their click fraud prevention methods and also to do more to prevent it. Google had to re

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

cently settle a click fraud suit for 90 million dollars the money going to advertisers while recently another class action suit begun brewing in Pennsylvania. In its eff

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

rts to appease advertisers, Google has recently added an option in Adwords that shows the number of detected fraudulent clicks for which the advertiser is not charged. I

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

n addition, Google has recently joined forces with Yahoo! (who also have similar advertising programs with their Yahoo! Publisher Network) in order to better define and

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ombat click fraud.

Click fraud is a very real threat for both publishers and advertisers. Publishers must take steps to prevent attacks on the sites. There exists free

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

software such as Adlogger that can help immensely. AdWords advertisers unfortunately have to wait until Google becomes more open and cooperative. For the time being, the

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

most they can hope for is to increase awareness of the click fraud problem via class action law suits. At the end of the day, chances are that market economics will elim

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

inate the problem as large amounts of click fraud will result in a drop of PPC prices which in turn will make it less desirable for fraudsters to try an abuse the system

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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