Google's announcement of a US$90 million click fraud settlement is making the rounds on various blogs and news sites. The Kelsey Group believes more legal issues around the topic of click fraud will arise. Our view is that the solution to click fraud already exists in the CPC bidding engine. Advertisers that feel they are not getting quality traffic have the opportunity to lower their bids, and, hence, increase their price-per-click ROI. After all, every click is not supposed to turn into a sale nor is every viewer a buyer when NBC sells advertising. This is the reality of all advertising, regardless of the medium. We expect, however, that Google and others will eventually follow the offline media industry's example and offer a structured program like "make goods" as the next logical customer escalation point.