New Capabilities Help Ad Networks Adjust to Traffic Scoring Changes; Predict Sources Likely to Receive Low YTQ Scores
Search Engine Strategies Chicago 2009
CHICAGO – Ad networks and publishers looking to navigate the recent changes made to the Yahoo! Total Quality (TQ) scoring system now have an enhanced tool to help. At SES Chicago, Click Forensics released an upgraded version of its Yahoo! TQ Forecast feature, which allows ad networks and publishers to more accurately predict the scores their traffic sources will receive before they’re sent on to Yahoo!. The enhancements were added in response to customer requests for help in understanding recent changes the search provider made to the algorithms it uses to measure traffic quality from publisher and ad network partners.
“The Yahoo! TQ scoring system is designed to deliver better results for advertisers. But it also impacts how ad networks and publishers manage their traffic,” said Paul Pellman, CEO of Click Forensics. “The vast amount of traffic we see being delivered to Yahoo!, in addition to the resulting TQ scores, gives us unique insight into the markers of traffic quality. This experience is reflected in our expanded Yahoo! TQ Forecast feature, which is designed to ensure that the traffic our clients send to Yahoo! continues to translate into profits for them and their partners.”
The recent enhancements made to the Yahoo! TQ Score Forecast feature are available in the latest version of the Click Forensics audience verification platform. Key capabilities include:
* YTQ Forecast Report – provides a summary of the likely Yahoo TQ scores particular traffic sources will receive when they’re sent to Yahoo!;
* Dynamic Adjustments – continuously monitors and adjusts to changes in the YTQ score rankings so that clients can appropriately tune and filter traffic sources;
* Preemptive Traffic Source Blocking – enables publishers and ad networks to quickly identify and block certain online advertising traffic sources that are likely to deliver low Yahoo! TQ scores; and
* Enhanced Botnet Detection – delivers better detection of non-human clicks, both malicious and benign, while serving as an early warning system for advanced sources of fraud.
The Click Forensics audience verification platform allows ad networks, advertisers, agencies and publishers to protect themselves against bad online traffic sources, while targeting and delivering traffic sources that are more likely to convert into sales. The Click Forensics platform measures and analyzes each individual ad visitor, or click, to determine its value and propensity to convert. The platform is also used to block certain types of online traffic that deliver poor ROI, such as botnets and known fraud perpetrators. The power of the Click Forensics platform is derived from monitoring online media traffic across over 300 ad networks as well as billions of clicks from top search engines, content aggregators, leading publishers and advertiser web sites – providing the most complete and holistic view of search and online advertising traffic quality.
For more information on Click Forensics, visit www.clickforensics.com. Follow us on Twitter: @ClickForensics.
About Click Forensics, Inc.
Click Forensics is the industry leader in audience verification and traffic quality improvement for the online advertising community. Click Forensics provides audience verification and traffic quality management solutions for leading online advertisers, publishers and ad networks, including companies such as GenieKnows, Progressive Insurance, Nextag, Moxy Media, Turn, Traffic Engine, Vegas.com and many others. The company also regularly publishes industry data on online advertising audience quality. Click Forensics is headquartered in Austin, Texas, and is privately held with funding from Sierra Ventures, Austin Ventures, Shasta Ventures and Stanford University. More information on Click Forensics and its offerings is available at www.ClickForensics.com.
Click Forensics and Click Fraud Index are registered trademarks of Click Forensics, Inc. All other company and product names mentioned are used only for identification and may be trademarks or registered trademarks of their respective companies.
