google: the best defence is more money

Is Google playing offence or defence with its latest trick? The search juggernaut kicked off the testing of a new system in which advertisers pay only when customers clicking on their ads buys something. At first blush, this looks like an attempt to address a big threat to Google’s business model - the problem of «click fraud». Under Google’s existing system, advertisers pay whenever someone clicks on one of their ads, whether or not it leads to a purchase or referral. While Google’s lead in o...