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BizReport : Trends & Ideas archives : April 23, 2010

Click Forensics addition serves ads in real time

A new tool from Click Forensics, the ad verification and traffic quality solution, helps marketers reach a more engaged audience by serving ads in real time. Called Search Quality Score, the platform gives ad networks, brands and ad agencies the ability to serve ads in real time to a more engaged consumer base by first scoring traffic.

by Kristina Knight

Scoring traffic is one way advertising and publishing networks can ensure they are pushing the right traffic to their advertisers. Having high traffic scores can also help brands and agencies determine where or where not to place ads.

"The quality of an ad impression can vary greatly and change over time," said Paul Pellman, Click Forensics CEO. "If ad networks and publishers are to be successful in maximizing profits, they need to be able to make instant decisions based on impression quality, even for CPC ads. Our new offering is designed to do just that, while improving relationships with downstream partners.

The platform works by first scoring traffic based on search query and quality. This gives the marketer an indication of how likely the consumer is to click; from there advertisers decide what ad should be served to monetize traffic and increase click-thrus.

By delivering ads only to consumers who are likely to convert to a sale, marketers and agencies can increase the ROI of a pay per click campaign. For ad networks and publishing networks, the benefit is in higher quality traffic. When advertisers know the quality of a site's traffic is high they know their spend will be returned many times over.

Tags: Click Forensics, click stream, click-thrus, PPC campaign, real-time advertising, traffic quality, traffic score

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