Click Forensics feature improves performance


mouseclick1.jpgADOTAS — Click Forensics has released an on-demand service that allows advertisers, ad networks and publishers to pinpoint online traffic sources that are more likely to convert.

The company scores, audits and improves traffic quality for the online advertising community. Building on its click fraud detection solution, the Click Forensics platform gives customers an effective way to target high-quality online traffic sources to improve campaign performance.

“Monitoring and processing billions of clicks across the industry’s top ad networks, online publishers, search engines and advertiser web sites means we have one of the best vantage points for identifying what does and doesn’t work in online advertising,” Paul Pellman, CEO of Click Forensics, said in a statement. “Our new platform helps customers pinpoint and increase the flow of highly-convertible traffic in real-time, which ultimately improves the results of their online campaigns.”

Some of the capabilities available in the newly-architected platform include:

– Click Forensics Site Score – sources of traffic are tagged with individual Click Forensics Site Scores that rank visitors based on their propensity to convert. This allows ad networks to more effectively filter and route traffic for highest monetization and provide the best ROI for online advertisers.

– Adaptive Intelligence – to accommodate varying traffic profiles among different ad networks, advertisers, and publishers, the new engine provides the capability to adjust rules and thresholds to produce traffic quality scores that better reflect propensity to convert for each specific client.

– Machine Learning – the traffic scoring engine also employs new machine learning capabilities that allow it to adapt and tune itself in real-time to detect new sources of good and bad traffic as they emerge.

– Enhanced Anomaly Detection – more granular click anomaly detection features can distinguish new complex click types – machine or human – even from the same computer. This includes increasingly popular malicious Javascript programs that execute upon a page view or site visit. In addition, volume and spike anomalies can be more easily identified to protect from stealth attacks, such as those resulting from botnet activation.


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