Anchor Intelligence to score traffic for Affinity

As advertising networks look ahead to 2010 many are looking at bettering the traffic to publisher and branded websites. The key to bettering traffic, of course, is knowing where the good traffic is - and where the bad takes off from the good. To help, online advertising network Affinity has partnered with Anchor Intelligence for traffic scoring.

by Kristina Knight

The partnership will allow Affinity to filter traffic information as clicks happen, giving marketers nearly real-time information about the quality of traffic. This should help these sites determine what traffic is valid and which is fraudulent, hopefully lessening click fraud.

Namit Merchant, President of Affinity said, "Partnering with Anchor Intelligence. . .[assures our advertisers] of enhanced performance and higher ROI. Anchor Intelligence's analytical rigor, comprehensive reporting system, and collective network intelligence have enabled us to achieve our goal of a zero-tolerance fraud policy."

How important is this type of research? According to a recent report, upwards of 16% of all traffic is fraudulent, with more than 40% of fraudulent traffic originating from botnets. Over the past two year fraudulent traffic increased by more than one-quarter, meaning that marketers fighting fraud more than ever.

By having a platform in place which helps marketers determine what traffic is of quality and what is not marketers can enhance ad performance and increase ROI. This also helps networks block future malware, botnet or other fraudulent attacks.

Tags: Affinity, Anchor Intelligence, botnet traffic, click fraud, pay per click, PPC campaign, traffic scoring

Anchor Intelligence to score traffic for Affinity

BizReport Research Library