Successful advertising models rely heavily on two key components: traffic and paying advertisers. For ad networks and publishers, it is imperative they keep their advertisers happy by delivering traffic that provides sustainable value to them. Comparison shopping sites, Internet yellow pages, or any content publishing sites are essentially ad networks that deliver traffic directly to advertisers or to other ad network feeds.

For those with direct advertiser relationships, Click Forensics provides the ability to proactively monitor and manage the quality of traffic delivered upstream. The product offers actionable reports that segregate traffic destination by feed, by ad network, by merchant partners, or by individual advertisers. This helps ad networks and publishers to protect and strengthen their direct advertiser relationships.

Benefits:

• Deliver higher quality traffic to advertisers
• Protect and strengthen direct advertiser relationships
• Easy investigation into advertiser complaints
• Third-party auditing to quantify advertiser benefit

For example, invalid inbound traffic to a publisher site (arbitrager, comparison shopping, Internet yellow pages, etc.) can often result in invalid outbound traffic and even artificial conversions. Advertisers' initial pleasure with increased click-throughs and conversions is quickly replaced by frustration when the traffic proves worthless. Click Forensics provides early detection and a documented audit trail for identifying invalid conversions, thereby providing greater insight into the yield from each specific source. Advertisers can adjust bids accordingly, and ad networks can actively manage the downstream publisher network to eliminate the worst offenders.