Search Advertising and Fraud Prevention Expert Joins Click Forensics Advisory Board

Lane's Gifts vs. Google Settlement Case Advisor, Dr. Alexander Tuzhilin, to Help Improve Advertising Quality

AUSTIN, Texas - September 9, 2009 -- Click Forensics®, Inc. the industry leader in scoring, auditing and managing traffic quality for the online advertising community, today announced it has appointed Dr. Alexander Tuzhilin to the Click Forensics Board of Advisors. The appointment is part of a continued effort by Click Forensics to work with the industry's top experts on the development of technology solutions for optimizing traffic quality and improving results for online advertising.

"Having firsthand experience reviewing the state of the art in ad network traffic management, I was impressed with the technical sophistication of the team and its plans for the future," said Dr. Tuzhilin. "Click Forensics has played a leadership role in helping the online advertising community to monitor the quality of clicks on ads, including identification of invalid clicks. I look forward to continuing to work with the team as it takes its work to the next level."

Dr. Alexander Tuzhilin is a Professor of Information Systems and the NEC Faculty Fellow at the Stern School of Business at New York University. His current research interests include data mining, personalization, recommender systems and click fraud detection. He has published over 90 papers in the leading CS and IS journals and conference proceedings on these and other research topics. Dr. Tuzhilin's 2005 IEEE TKDE paper "Towards the next generation of recommender systems..." with Gedas Adomavicius was listed among the top-10 most frequently cited journal papers published in the whole of Computer Science over the past 5 years, according to the Scopus' TopCited service (as of August 2009). He received his B.A. degree in mathematics from NYU, M.S. degree in engineering economics from Stanford, and Ph.D. degree in Computer Science from the Courant Institute of Mathematical Sciences, NYU. In addition to NYU, he has held visiting positions at The Wharton School of the University of Pennsylvania, Columbia University, and Ecole Nationale Superieure des Telecommunications (Paris, France).

"Dr. Tuzhilin has extensive experience in advanced fraud detection, recommender systems and data mining, which will prove invaluable to enhancing the benefits our traffic quality optimization technology brings to the $25 billion online advertising industry," said Paul Pellman, CEO of Click Forensics. "We look forward to working with him and our Advisory Board to further improve online advertising traffic quality for all."

The power of the Click Forensics traffic quality management solutions 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-time, the best and worst traffic sources are flagged by Click Forensics solutions 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.