Leading Click Fraud Fighter Enhances Solutions to Optimize Ad Network and Search Campaigns in Real-time

AUSTIN, Texas – May 8, 2009 – Click Forensics™, Inc., the industry leader in scoring, auditing and improving traffic quality for the online advertising community, today announced the immediate availability of a newly-architected version of its Click Forensics traffic quality management platform that allows online ad networks, publishers and advertisers to identify traffic that’s more likely to convert into sales. Building on its market-leading click fraud detection solution, the Click Forensics platform gives customers a more 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,” said Paul Pellman, CEO of Click Forensics. “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.”

“Not only can the new Click Forensics platform identify and block the worst-performing traffic and click fraud, it can also help us identify higher quality traffic that improves sales revenue performance for our clients,” said Josh Edis, Global Head of search ad network Searchworld. “This makes it easier for us to distinguish our ad network from others in the market by delivering only the best traffic quality possible. As a result, our ad distribution clients and supplier partners generate more business.”

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 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. 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.  For example, an ad network that caters to retailers in Asia might have very different traffic patterns than a B2B ad network in North America.
• 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. Filtering decisions can be made instantly based on traffic quality thresholds set by clients.
• 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.

For more information on the new Click Forensics platform, visit www.clickforensics.com.

About Click Forensics, Inc.
Click Forensics is the industry leader in scoring, auditing and improving traffic quality for the online advertising community. Click Forensics provides traffic quality management solutions for leading online advertisers, publishers, and ad networks including companies such as Yahoo!, eBay, Progressive Insurance, Experian, Nextag, Infospace, Turn, Traffic Engine, Vegas.com and many others. The company also publishes the Click Fraud Index®, the top independent source of industry click fraud data. 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.

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Click Fraud Index is a registered trademark of Click Forensics, Inc. Click Forensics is a trademark 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.

Media Contact:
Karl Scholz
For Click Forensics
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