Thanks to the mass of click fraud that is being reported across the content network of sites displaying Google Adsense advertisements, along with the practice of building made for Adsense (MFA) websites that clutter up the search engine results pages, many industry insiders are suggesting that huge changes could be coming to protect advertisers from the behavior of unscrupulous webmasters who have undermined the system for their own ends.

There are around 100,000 publishers serving adverts by using Adsense on their sites, and the revenue generated for Google by the system has been enormous, but there has been a great deal of criticism from advertisers in recent months, with the main focus of the complaints being the low conversion rate that they experience on traffic from Adsense as opposed to other sources.

There are a number of reports of organized gangs employing large groups of people to sit at computers all day surfing the internet through a range of proxy networks in order to make anonymous clicks on web sites at an industrial level, and there are suggestions that as many as one click in three on Adsense is a fraudulent one that a webmaster has made in order to put cash in their own pocket.

The systematic abuse of the system by organized criminal gangs has undermined the trust in the system that advertisers have, and Google have had to refund millions of dollars to webmasters over the issue.

Adsense is perhaps too important for Google’s revenue to be killed off just yet, but if the Internet giant is to keep the confidence of its advertising customers it may well have to make wholesale changes to the system in order to offset concerns about Fraud, and this may well involve actual prosecutions rather than just the current system of a ban, which an organized gang find easy to circumvent in order to get their revenue back.