Click Forensics Brings Real-Time Audience Quality Measurement to Online Publishers and Ad Networks

New Platform Allows Ad Providers to Instantly Identify Good and Bad Traffic

AUSTIN, Texas - September 29, 2009 - Click Forensics®, Inc., today announced the release of an enhanced version of its online audience quality monitoring platform that for the first time allows ad networks and publishers to instantly identify good and bad advertising traffic in the real-time click stream.

By integrating the capabilities into their existing infrastructures, clients can better manage traffic sources to improve advertiser satisfaction and eCPM rates. The new capabilities also serve as the foundation for the real-time impression scoring engine currently being developed by Click Forensics, which will allow ad networks and publishers to make ad-serving decisions based on the quality of online visitors.

"In its simplest form, our real-time audience quality tracking capabilities make it possible for publishers and ad networks to immediately block bad site visitors from seeing ads, and show the right ads to the real buyers," said Paul Pellman, CEO of Click Forensics. "This instantaneous audience quality determination is an important step in transforming the results that search, display and social ad providers deliver to their clients."

The new real-time audience traffic analysis capabilities of the Click Forensics platform is made possible by a RESTful web service API that easily integrates into existing high- volume ad network infrastructures. The enhanced platform can score requests and process responses in less than 10 milliseconds, excluding Internet latency. As a result, clients can instantly determine the quality of a site visitor, including if they're real or not, before anyone has paid or is charged for the click. This helps ad networks and publishers to protect advertisers from paying for fraudulent and poor traffic sources, while allowing them to direct different types of good quality traffic sources to the advertisers that want them.

The Click Forensics traffic quality management platform allows ad networks, online advertisers, agencies and publishers to protect themselves against poor quality traffic, while targeting and delivering traffic sources that are more likely to convert into sales. The power of the platform is derived from monitoring online media traffic across over 300 ad networks as well as billions of clicks from top search engines, leading publishers and advertiser web sites - providing the most complete and holistic view of search and online advertising traffic quality. Combining more than three years of industry online advertising data and patent-pending heuristics to measure and score traffic quality in real-responses in less than 10 milliseconds, excludin time, the best and worst traffic sources are flagged so advertisers, publishers and ad networks can select only the kind of traffic they want in order to improve the overall performance of online campaigns.

Source: Click Forensics, Inc.