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Unlike fraud committed by the publisher, it is difficult to know who should pay when past click fraud is found.
It could also be camouflaged from advertisers and portals by ensuring that so-called "reverse spiders" are presented with a legitimate page, while human visitors are presented with a page that commits click fraud.A person attempting large-scale fraud, from one computer, stands a good chance of being caught.One type of fraud that circumvents detection based on IP patterns uses existing user traffic, turning this into clicks or impressions.Click fraud is the subject of some controversy and increasing litigation due to the advertising networks being a key beneficiary of the fraud.Media entrepreneur and journalist John Battelle describes click fraud as the intentionally malicious, "decidedly black hat" practice of publishers illegitimately gaming paid search advertising by employing robots or low-wage workers to repeatedly click on each Ad Sense ad on their sites, thereby generating money to be paid by the advertiser to the publisher and to Google.
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Each time a (believed to be) valid Web user clicks on an ad, the advertiser pays the advertising network, which in turn pays the publisher a share of this money.