Who is behind that web site?

There was a famous cartoon in the New Yorker Magazine with a caption, "On the Internet nobody knows that you are a dog." These days anyone with a bit of talent can get free or $1.99 hosting and put up an impressive web site. If the site causes someone to think that it is a substantial company, whose fault is it if something goes wrong?

Similarly, in the click fraud detection service area, companies need to check who is behind the companies that see your click data. Where does the data sit, who has access to it and is it secure? I don't mean to suggest that the proverbial entrepreneur-in-a-garage is evil. Far from it, given that companies such as Google and HP started in garages. You cannot really find out if organised crime is behind such a company - organised crime is already alleged to be behind some click fraud. Would your click data be valuable to a competitor? Think about it.