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BizReport : Advertising archives : January 19, 2010

Adknowledge taps Click Forensics for traffic scoring

Performance based ad network Adknowledge has tapped verification company Click Forensics to provide traffic quality reports. The partnership should help drive higher quality traffic to Adknowledge's platform.

by Kristina Knight

adknowledge.jpgThe Adknowledge network connects marketers with consumers through online content, social networks and email. By improving traffic flow marketers will see a greater ROI from campaigns. The partnership will also provide audience verification to Adknowledge's MIVA subsidiary.

"We're making a significant investment in improving traffic quality for all of our advertisers in order to increase ROI and better help us target and price the best search and contextual traffic on the web," said Sloan Gaon, General Manager of the Web Content Channel at MIVA.

Although pay per click marketing is one of the oldest forms of online advertising, there are still big problems within the category primarily because of botnets. According to reports click fraud hovers around 20% and could continue to rise as fraudsters become more adept at avoiding traffic quality firms such as Click Forensics.

Asia (Vietnam and Indonesia) as well as Egypt are areas where click fraud is quite high. Vietnam has an attempted click fraud rate of 30%, but click fraud isn't limited to the East. The US (21%) and Canada (20%) also have high attempted click fraud rates.

Tags: Adknowledge, botnet traffic, Click Forensics, click fraud, pay per click, PPC, PPC campaign, traffic quality

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