Have you ever tried online casinos? Do you know what’s the biggest reputation an online casino carries this virtual world? Well it’s their monthly or quarterly audit report done by a third party such as PricewaterhouseCoopers (PWC). What does it mean in this context? It means that a participant in your online casino games must know how much the casino is earning through the visitors and how much are they returning. Hence minimal the margin of profit, better the reputation. In other words, payouts matters most when a trust factor is to be built.

Similarly, when we talk about click frauds related to Google AdSense and Adwords, do we have the same transparency here?

As per an article published on fool.com, the clarity of Google’s click-recognition procedures should be made public. The audit process should not be opaque.

“Many of these spam sites are set up not just to catch us individual clickers, but also to facilitate larger-scale click fraud -- the act of paying people or assigning networks of "zombie" computers to click those ads thousands of times a day. Most of the public is entirely clueless about this situation, but people who pay attention to the space know this problem exists. Only its extent is unknown. Some say low teens as a percentage of clicks; others shoot for half. Of course, Google, which has a ton to lose if things are as bad as some outspoken Netizens believe, consistently lowballs the number.”

It further suggests: “Why the lack of clarity? Because the inner workings of Google's click-recognition procedures are opaque, and audited by ... Google! (Convenient, eh?) All anyone else can do make guesses -- some researched, some not.”

Do you agree?