Click Forensics has released data showing a decline in click fraud rates in the first quarter of 2008. The overall industry number came in at 16.3%, which is down 16.6% quarter-over-quarter but up 14.8% year-over-year.
Search engine content networks saw a higher average click fraud rate at 27.8%, which is down 28.3% from last quarter but, again, up from last year by 21.9%.
Botnet click fraud traffic was up 8% year-over-year.
Search engines are addressing the click fraud problem head on. Yahoo recently announced the provision of Click Filter Reports, which show advertisers the number of discarded clicks in their PPC campaign. The Sunnyvale search engine also announced a partnership with Click Forensics to address their click fraud woes. Lycos has announced a similar deal with Click Forensics.