Invalid and low-quality traffic is identified and filtered prior to billing advertisers, reducing the demand for rebates and credits. Evidence of invalid and low-quality traffic is recorded so that ad networks can pay publishers based on the quality received.

By filtering low-quality traffic via independent 3rd party and producing standardized evidence reports, ad networks can charge advertisers based on the quality of traffic delivered. Advertisers are willing to spend more for higher quality, better converting traffic.

Intelligent scoring of traffic quality allows ad networks to employ intelligent quality-based pricing models, charging more for higher quality traffic and increasing eCPM.

Click score: ad networks are provided with a list of scores for each click and related attributes. Click scores indicate whether an individual click is valid or invalid and provides some insight into the quality of the individual click.

• Click score reports are refreshed in 15 minute intervals.
• Invalid click thresholds are configurable by the ad network.
• Individual clicks are identified using attributes as requested by the ad network which may include click ID, visitor ID, ad ID, advertiser ID, and/or other unique attributes of the click such as IP/date and time/user agent.