Click Quality Council releases - The Eight Principles to Ensure Click Quality

1. Advertisers should never pay for double clicks or repeat clicks from the same session.
2. Advertisers should never pay for traffic from bots.
3. Advertisers should have control over where, when and to whom ads are distributed.
4. Domain and IP exclusion lists from search providers should be easy to use and maintain.
5. Search providers should provide advertisers detailed referrer information on all traffic that is billed.
6. Advertisers should never pay for traffic originating outside the specified geo-targeted settings.
7. Search engines should adopt third-party validation for click quality as other media companies have done for their audience validation.
8. Search providers should provide an easy mechanism to reconcile paid clicks on a monthly basis.