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BizReport : Search Marketing : December 10, 2009

Need better Yahoo! TQ scores? Click Forensics may have your answer

Advertisers want information, not just ad placement. It isn't a new trend in the online advertising space but it is a trend that more ad networks and publishers are working to improve. Good quality traffic scores mean publishers/networks can charge more for ad space because the advertiser is getting a better value for their products.

by Kristina Knight

A new solution from ClickForensics can help networks and publishers better predict Yahoo! Total Quality (TQ) scores; these scores rank traffic from search engines helping marketers ensure that the quality is high.

"The Yahoo! TQ scoring system is designed to deliver better results for advertisers. But it also impacts how ad networks and publishers manage their traffic," said Paul Pellman, CEO of Click Forensics. "The vast amount of traffic we see being delivered to Yahoo!, in addition to the resulting TQ scores, gives us unique insight into the markers of traffic quality. This experience is reflected in our expanded Yahoo! TQ Forecast feature, which is designed to ensure that the traffic our clients send to Yahoo! continues to translate into profits for them and their partners."

Basically the ">revised tools give marketers:

• A summary of how traffic will be scored when it is sent to Yahoo!
• The ability to monitor and adjust campaigns so that traffic is optimized
• The ability to block certain kinds of traffic to improve campaign ROI
• Botnet detection, an important step as botnets continue to grow in scope and size

Tags: Click Forensics, paid search, search marketing, search traffic, traffic scoring, Yahoo! TQ Scores

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