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BizReport : Research archives : April 29, 2010

Burst, Anchor partnership improves click rate

No one wants to deal with click fraud. Not advertisers and certainly not advertising networks. To help improve their click scores and make it more difficult for fraudulent clicks to get through, Burst Media has partnered with Anchor Intelligence for traffic analysis within their network. Six months into the partnership, Burst's click score has improved by 47%.

by Kristina Knight

Burst Media's attempted click fraud rate, during the same period, declined by 22%.

Through the partnership Burst is able to tap Anchor Intelligence for clickstream data which helps to fight fraudulent clicks. Burst was also able to use Anchor's ClearMark Reports to view trends in consumer's clicks.

"When we tell advertisers that we use Anchor Intelligence to monitor all traffic across our network, it raises our stature as an ad network they can trust," said Harry Klein, Burst Media COO. "Anchor enables us to fulfill our commitment to our advertiser and publisher partners to consistently deliver value."

According to Anchor's latest research the attempted click fraud rate for Q1 2010 was 29.2%, a 34% increase year over year. They attribute that increase to the growth of botnets over the last year. Vietnam, Australia and the United States had the top three attempted click fraud rates for the quarter, all averaging about 35%.

"As Internet usage has grown in countries lacking appropriate cybersecurity measures, more and more computers have become infected with malware and used as click fraud zombies," said Ken Miller, CEO of Anchor Intelligence. "Through this report, we hope to convey the importance of advertising with ad networks and search engines that partner with third-parties such as Anchor to certify their traffic quality."

Tags: advertising networks, Anchor Intelligence, botnets, Burst Media, click fraud, fraudulent clicks

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