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BizReport : Search Marketing : August 13, 2009

ClickForensics launches dashboard for ad networks, publishers

A new tool from ClickForensics should help to monitor website traffic. The dash launched this week and can be used by advertising networks and publishers to monitor where traffic originates; by monitor traffic sources, networks and publishers can better determine where the most reliable traffic is coming from.

by Kristina Knight

The dashboard can monitor traffic from affiliate websites and even sub-publisher websites.

"Our new dashboard provides a powerful and simple way for ad networks and publishers to figure out who's sending bad traffic and who's sending good traffic to CPC and display ads," said Paul Pellman, CEO of Click Forensics. "Ad networks and publishers can use the information to increase the quality of traffic they deliver, resulting in improved advertiser retention and spend."

Once traffic is identified, it can be filtered or even blocked if the traffic is determined to be questionable.

Other tools in the dashboard include:

• Identification of 15 different click type categories
• Scoring of traffic sources
• Screen tool which allows networks and publishers to 'see' the traffic from a website
• 'Movers and Shakers' which gives publishers and networks to see shifts and changes in traffic, which can be an early alert system

Although advertising networks and publishers are getting better at finding and stopping click fraud, there is still a large problem to deal with. In July ClickForensics reported that for Q2 click fraud dropped to less than 13%, a good sign. The problem is that click fraud is becoming more difficult to find. Publisher collusion fraud, for example, rose for the quarter.

By identifying good traffic from bad, marketers, networks and publishers can better plan for and execute PPC campaigns.

Tags: click fraud, click measurement, ClickForensics, pay per click, ppc, ppc ads

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