Online Audience Verification Platform Improves Search Advertising Traffic Sent to Merchants
AUSTIN, Texas – While millions of online shoppers will turn to comparison shopping engines before making a purchase this holiday season, many visitors to these sites will be botnets looking to steal money from merchants. To help ensure shoppers are qualified before passing them on to merchant partners, Click Forensics®, Inc. unveiled a new online audience verification platform at the ad:tech New York conference, which comparison shopping engines and other content aggregators can use to measure the quality of site visitors and their likelihood to make a purchase. The technology also allows comparison shopping engines to match the revenue they receive from merchants to the investments they make in SEM campaigns in order to maximize profits.
“Comparison shopping engines and other content aggregators need a simple way to optimize the money they spend on search engine marketing, while improving the quality of leads they send on to merchant partners,” said Paul Pellman, CEO of Click Forensics. “The solution we’re delivering today does just that. To our knowledge, it’s the only system available that provides the ability for content aggregators to manage traffic acquisition and traffic monetization in a single interface.”
The new Click Forensics audience verification platform for content aggregators measures and analyzes each paid click to determine its value to the site and its merchant partners. The platform can be tuned to block certain types of online traffic that deliver poor ROI, while helping aggregators increase spend on more profitable site visitors. As a result, content aggregators can increase profitability and improve relations with merchant partners, who are more carefully scrutinizing the quality of traffic they accept. Key features of the new online audience verification platform include:
* High-Volume Campaign Support – the platform is capable of measuring the quality of tens of millions of clicks, which can support the increase in demand during the busy holiday season.
* Real-Time Quality-based Filtering – prevents fraudulent and low-quality traffic from reaching merchants, which helps to optimize ad spend and retain advertisers and merchants.
* API Integration – allows the organization to integrate the online audience verification platform directly with existing internal reporting and billing systems. In addition, the API integration can be used to augment in-house filtering solutions.
* Browser-based Reporting – all traffic can be viewed via a powerful browser-based dashboard, which allows customers to drill down into audience quality statistics for individual merchants, partners, campaigns and ad providers. Content aggregators can also analyze the incoming and outgoing traffic flows through a single interface.
The power of the Click Forensics online audience verification and traffic quality management platform is derived from monitoring online media traffic across over 300 ad networks as well as billions of clicks from top search engines, content aggregators, leading publishers and advertiser web sites – providing the most complete and holistic view of search and online advertising traffic quality. Combining more than three years of online advertising data and patent-pending heuristics to measure and score traffic quality in real-time, the best and worst sources are flagged so advertisers, publishers, content aggregators and ad networks can select only the kind of traffic they want in order to improve the overall performance of online campaigns.
For more information on Click Forensics, visit www.clickforensics.com. Follow us on Twitter: @ClickForensics.
About Click Forensics, Inc.
Click Forensics is the industry leader in audience verification and traffic quality improvement for the online advertising community. Click Forensics provides audience verification and traffic quality management solutions for leading online advertisers, publishers and ad networks, including companies such as Yahoo!, eBay, Progressive Insurance, Experian, Nextag, Moxy Media, Turn, Traffic Engine, Vegas.com and many others. The company also regularly publishes industry data on online advertising audience quality. Click Forensics is headquartered in Austin, Texas, and is privately held with funding from Sierra Ventures, Austin Ventures, Shasta Ventures and Stanford University. More information on Click Forensics and its offerings is available at www.ClickForensics.com.