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BizReport : Advertising archives : February 26, 2010

Click Forensics beta-launches display ad verification platform

There is another tool for marketers to add to their campaign arsenal. Today online ad verification solution Click Forensics is launching a new platform, Display Ad Verification, in beta. The platform filters audience impressions and advertising serving information in real time to keep marketers abreast of how campaigns are faring.

by Kristina Knight

Marketers can also measure how effective are display campaigns when it comes to reaching specific audience segments. Knowing how well a campaign is dong with this can drastically improve campaign ROI. The platform can be used by advertisers, agencies and ad networks.

"As companies look to expand investments in display advertising through online networks and exchanges, they need ways to ensure they're reaching their intended audiences for media buys," said Paull Pellman, Click Forensics CEO. "It also means they need to watch for ad impression inflation and outright fraud, which can cost them more money than necessary."

Earlier this week an Eyeblaster study connected search and display, noting that display ads are pushing search queries - and purchase conversions. The study found that about 20% of consumers who viewed a display ad for a product later search a specific keyword for that product and converted to sale.

Although marketers have connected display and search in the past, this is one of the first studies to connect the two through actual metrics. It is a sign that, although many consumers appear to be unreachable through a display ad, they are noticing and beginning to engage at the display level.

Tags: ad verification, Click Forensics, display advertising, Eyeblaster, online advertising, search marketing

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