Adam Penenberg, an assistant professor of journalism at NYU, weighs in on the problem of click fraud, in which pay-per-click advertisers end up footing the bill for thousands of dollars in clicks from illegitimate sources (i.e. bots or competitors) who have absolutely no intention of buying anything. At the Search Engine Strategies Conference in New York, Penenberg served on the "Click Fraud: Problem or Paranoia" panel, where he had a first-hand chance to hear stories from the trenches about click fraud. According to Penenberg, some small business owners can report losses anywhere from $5,000 to $10,000, with one victim even abused for as much as $300,000.