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BizReport : Advertising archives : July 16, 2009

Burst Media, Anchor Intelligence partner against click fraud

A new partnership between two big names in the online marketplace should give both publishers and marketers a bit more peace of mind. This week Anchor Intelligence partnered with advertising representative Burst Media to fight click fraud. The partnership gives Burst members better access to site traffic quality and offers advertisers improved ad performance.

by Kristina Knight

This is not the first such partnership for Anchor Intelligence; already this year the traffic solution company has partnered with the likes of, Vivaki (Publicis Groupe) and LookSmart to help publishers and marketers get the most for the advertising dollars as they fight click fraud, a growing concern in all aspects of online marketing.

"Our partnership with Anchor Intelligence will contribute to Burst's ad inventory optimization and traffic filtering programs and allow us to deliver even more value to our advertiser and publisher partners by enhancing our commitment to provide the highest quality traffic sources," said Harry Klein, COO Burst Media.

According to data from ClickForensics click fraud now accounts for about 14% of clicks. Although this number is down from an all-time-high of 17% in 2008, the number is still very high and a problem for click marketing. As always, the threats from fraudsters seem to be just ahead of the plans to attack click fraud; from botnets to shortened URLs to scripted attacks, click fraud is a real problem for marketers in every online medium. Recent headlines note that even the social networks aren't immune to click fraud as questions about Facebook's culpability to fraudsters in their network have surfaced.

Tags: Anchor Intelligence, Burst Media, Click Forensics, paid search, pay per click, search marketing

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