1. Tom Cuthbert President & CEO, Click Forensics Shuman Ghosemajumder Business Product Manager, Google David Jakubowski General Manager, MSN Search John Slade Director, Product Management Yahoo Search Marketing Jessie Stricchiola Founder, Alchemist Media Inc. Paul Vallez Director of Search Advertising Products, Ask Lori Weiman Director, KeywordMax Moderated by Jeffrey K. Rohrs President, Optiem LLC Auditing Paid Listings & Click Fraud Issues Search Engine Strategies Chicago Wednesday, December 6 th, 2006

2. 1.IAB forms industry-wide “Click Measurement Working Group” w/Google, Yahoo, MSN, Ask & others 2.Google’s Click Quality Team releases report: “How Fictitious Clicks Occur in Third-Party Click Fraud Audit Reports” 3.PA attorney files click fraud suit in August 4.October Business Week click fraud cover story 5.November click fraud over 14% (Click Forensics) 6.U.S. Attorney’s Office dismisses click fraud blackmail charges against Michael Anthony Bradley Since August…

3. 1.Lane’s Gifts 2.AIT/Checkmate 3.Crafts by Veronica 4.Lassoff The Lawsuits… GoogleYahoo Lane’s Gifts (AR) Class Action Settled – Approved (Possible appeal by lawyers representing Joseph Kinney) Dismissed Litigation ongoing in Checkmate AIT / Checkmate (CA) Attempted Class Action AIT Class action stayed by Lane’s settlement. Settled - Checkmate Pending approval hearing 1/8/2007 Crafts by Veronica (CA) Attempted Class Action (Ben Edelman, one of plaintiff’s attorneys) Not involvedOngoing Lassoff (PA) Attempted Class Action Moved to dismiss (November) citing contractual requirement to bring action in CA Not involved

4. Class action lawsuits govern all members of the class who do not opt out The Lawsuits… Google Lane’s Gifts (Arkansas) Yahoo CheckMate (California) Value$60 Million in credits Estimated between $3.50 - $4.50 per $1,000 claimed as click fraud Only 50% can be used in any month No Limit – cash back You can recover 100% of proven fraud. Appointed Judge - Special Master: will review appeals to Yahoo’s findings. Legal Fees$30 million$4.95 million Your ShareProportioned Based on your proportion of ad spending between 2002 and Aug. 4, 2006. Min. reward required is $30 million – if falls short, can be donated to charity. Not Applicable Based on your actual fraud – 100% recovery. Time Covered January 1, 2002 – August 4, 2006 January 1, 2004 – July 31, 2006 Future Rights www.clicksettlement.com Claims were due by Aug. 4, 2006 or opt-out by June 19, 2006 Settlement has been approved www.checkmatesettlement.com Claims were due on November 20, 2006, or opt-out by October 14, 2006. 2 part process: (1) submit assertion of right to participate; and (2) fill out claims form Final approval hearing will occur on January 8, 2007

5. March 10, 2004: Bradley met with Google and demonstrated “Google Clique” and threatened to release it unless paid $150,000 Google had tipped off the feds who were listening Bradley was to be the 1 st person criminally prosecuted for charges related to click fraud U.S. Attorney’s Office dismisses criminal charges against Michael Anthony Bradley. Why? Criminal Prosecution?

6. The Internet Advertising Bureau (IAB), in a joint effort with the Media Rating Council (MRC) has formed an industry-wide “Click Measurement Working Group” to create a set of “Click Measurement Guidelines.” Participating companies include Ask.com, Google, LookSmart, Microsoft, Yahoo, and others. The goal of the effort is to provide a detailed definition of what constitutes a “click” so that it can be used as the standard against which all clicks are measured. The Industry

7. More data is on the way… 1. SEMPO & Fair Issac 2. MIT & Click Forensics 3. Click Quality Council & Click Fraud Network 4. Others The Statistics…

8. Google now allows advertisers to run an “invalid click report” to see clicks that have been filtered in real-time (and not billed) Yahoo Panama MSN Ask A New Transparency?

9. Track to conversion & drop high $$$, low conversion keywords Investigate significant conversion variations Track & document click fraud tracking where ROI warrants Submit refund request for documented click fraud Stay current with new PPC network feature sets & customer service offerings What to Do Now?

10. Tom Cuthbert President & CEO, Click Forensics Shuman Ghosemajumder Business Product Manager, Google David Jakubowski General Manager, MSN Search John Slade Director, Product Management Yahoo Search Marketing Jessie Stricchiola Founder, Alchemist Media Inc. Paul Vallez Director of Search Advertising Products, Ask Lori Weiman Director, KeywordMax Moderated by Jeffrey K. Rohrs President, Optiem LLC Auditing Paid Listings & Click Fraud Issues Search Engine Strategies Chicago Wednesday, December 6 th, 2006