adMarketplace Upgrades ClickWatch

Fights Impression Fraud to Protect Online Advertisers

New York - November 3rd, 2009 - As forecasts predict 2009’s online advertising spending to be the lowest since 2002, and with the crucial holiday shopping season fast approaching, online marketers are under tremendous pressure to maximize the efficiency of their advertising spend. It is well known that advertisers must arm themselves against click fraud, but impression fraud is now evolving into a threat to online advertising budgets.

adMarketplace, the preeminent provider of content-based pay-per-click advertising, today announced that its proprietary ClickWatch™ technology is now set up to fight impression fraud.

Often impression fraud is masked by click fraud to gain click-through rates. ClickWatch™ looks at these underlying clicks to identify and eliminate false impressions and the publishers who traffic in them. adMarketplace discovered vast impression fraud on display ad networks through internal research and with data from its innovative Ad Tag Cloud.

Click fraud arises when a person or computerized program clicks on ads to generate revenue, and not because they are interested in the offer. Impression fraud hurts advertisers who are spending ad dollars to build their brand and generate conversions.

“Both click and impression fraudsters damage our industry and waste millions in advertising dollars,” explained Jamie Hill, adMarketplace CEO. “Although many networks and exchanges are aware of these issues, many lack the resolve or internal capabilities to fight fraud effectively. adMarketplace has built its business on the belief that we must provide clients with valuable, legitimate clicks that translate into client revenue. With our enhanced technology only clean clicks and impressions pass through our platform.”

The adMarketplace platform is built upon maximizing “return on ad spend” (RoAS) metrics and performance by avoiding fraudulent impressions and clicks. Its ClickWatch™ technology requires traffic to travel through dozens of proprietary filters before it is delivered to the advertiser, so that ad budgets are spent efficiently.

Source: adMarketplace