Research paper (for the University of Lille 2) : "Sponsored links: juridical issues and click fraud"
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The aim of this paper was to compare the sponsored links industry between USA and France, on two specific topics: “juridical issues” and “click fraud”
The first part describes the whole industry over the world, with explanations on Search Engines, SEO, paid links systems and its optimization. The Search Industry is here described firstly broadly for a better understanding, then more specifically and detailed for a deeper perception of the two following parts of this paper.
The second part of this research paper compares legal issues encountered by Search Engine companies and their paid solutions on Copyrights / Trademarks and Intellectual Property. This part looks at those issues individually and compares the US legislation (“Lanham Act” and “Sherman Act”) with the French one. The whole paper references court decisions and their decisions on cases such as “Geico Vs Google Inc” or “Louis Vuitton Malletier Vs Google Inc.”
Finally the third part of this paper shares accumulated knowledge over a popular rising issue in the sponsored links industry "Click Fraud”. On this part,it is first described what is a click fraud, how can it be identified, and the different ways it can be possible to fraud over paid links. The second part tries to compare the Click Fraud situation in France(through an on-line survey realized by the author) with the one in the US through SEMPO’s survey (Search Engine Marketing Professional Organization). Results of this survey show similarities with the situation encountered in the USA and open up for the first time in France, a survey on “click fraud” within the French speaking community.
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