Internet protocol (IP) address blacklisting is not a solid solution for click fraud, according to new research by Anchor Intelligence.
“It’s a very complex problem,” Ken Miller, CEO and co-founder of Anchor Intelligence, said during a meeting with DMNews at SES San Jose. And blacklisting an IP address is not a good solution for it, he said.
The research was based on a three week study that took place during the month of July. According to the results, about one out of four users “were tied to two or more distinct IP addresses, or were from a single IP address that was tied to multiple users.”
IP addresses can be compromised by programs like botnets without the user’s knowledge, the company said. As a result, blacklisting these IP addresses could result in missed search marketing opportunities.
“A blanket list doesn’t help the problem,” Miller said.
