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CHEQ: Why it Has Proven to be the Most Accurate Solution for Click Fraud

February 23, 2021

By Social Media Explorer Team

Since CHEQ for PPC launched, it has attracted quite a lot of buzz, mainly due to the fact that it’s the first solution to secure customer acquisition across all major paid search and paid social platforms. This includes Facebook,Google, Snapchat, Bing, Pinterest, TikTok, Instagram, LinkedIn and even Snap. Customer acquisition teams spent $144 billion in 2020 on paid social and paid search campaigns, but one in ten clicks turn out to be bots. Unlike real customers, bots do not convert and cause damage to core business metrics. CHEQ has also employed NBA great, Dikembe Mutombo, as their “Chief Blocking Officer”, waving his finger against fraud in customer acquisition channels in some hilarious ads.

All this made me want to find out more for myself. So I got in touch with the CHEQ team to take it for a spin.

The company’s central product is called CHEQ for PPC, a solution that brings cybersecurity expertise to the challenges of fake users attacking campaigns and draining ad budgets. Its click fraud solution deploys over 1000 JavaScript challenges to the user’s browser in real-time to catch bots, while using sophisticated client side bot mitigation techniques like fingerprinting, honeypots (bot traps, in common speak) and more.

Gartner Analyst Andrew Frank says this about the company’s technology: “CHEQ blocks scrapers and web-crawlers, botnets, click farms, out-of geography clicks and suspicious human-driven behavior such as competitor clicks and affiliate fraud before they can affect a live campaign. It has also developed advanced bot mitigation technology to reliably distinguish between human and computer-generated activity.”

* Above, The CHEQ for PPC Dashboard

First of all, it’s super easy to setup and use

Setting up CHEQ for PPC was much easier than I had expected. After a quick platform demo with a company representative, I received a JavaScript tag to place on the site’s header, with clear and simple implementation instructions. It took about 10 minutes to complete and my data was already running through the dashboard. There was also the option to implement the tag to Google Tag Manager, for those companies that prefer not to place the tag directly on site, but I was told that the direct implementation is the best in terms of CHEQ’s ability to detect the fraud. Some companies prefer not to place a tag directly on their site for security reasons, although CHEQ is MRC accredited (see below) so that shouldn’t really be a concern. So, with that in mind, I went with the direct implementation, but good to know they have an option for companies who are sensitive to placing tags on the site’s header. Once set up, CHEQ is basically running across all major customer acquisition channels and able to detect and block any incoming invalid users from engaging with campaigns. 

Once set up, the dashboard really provides …read more

Source:: Social Media Explorer