In the wake of the recent surfaced issues surrounding click-fraud, the Mountain View Company has announced that it will adapt its AdWords system to counteract publicity fraud. Moreover, Google will settle concerns on the matter by revealing to its advertisers the actual volume of invalid clicks on their online commercials. Google's initiative aims at regaining advertiser's trust in its services as estimative statistics related to the click-fraud phenomenon deliver various volume reports from as low as 12% fraudulent clicks to as high as 40 or even 50%. With the new changes made to the AdWords system, customers will be able to access their advertising metrics and be presented with the actual number of invalid clicks, as well as a percentage comparison with the total volume of clicks made on their commercials.

"Advertisers asked us for more transparency on this issue," said human Ghosemajumder, business product manager for trust and safety at Google. "Until now advertisers haven't had a great deal of data to compare from their own accounts in order to be able to understand what Google is doing for them. Our goal is to provide that transparency so advertisers who previously may have been unnerved or concerned about these wildly exaggerated figures will be able to see now what Google is doing to protect them."

In a recent independent report commissioned as part of the ongoing Lane's Gifts v. Google class action lawsuit over click fraud, Dr. Alexander Tuzhilin, Professor of Information Systems at New York University, has stated that according to his evaluation the Mountain View Company makes reasonable efforts in order to protect its customers from click-fraud. In all regards, Google has always maintained that the actual amount of fraudulent clicks is actually inferior to all the estimates on the market.