Often, ad networks and publishers are not dealing directly with advertisers, but through intermediaries that provide feeds of ads. In this situation, it is even more important to manage traffic quality; a single feed provider controls the provision of many advertisers to a network or site, and networks lack any direct communication or personal relationships with those advertisers.

Click Forensics mitigates risk and empowers ad networks and publishers to properly align advertisers with appropriate quality traffic. The system effectively detects click fraud in real-time, allowing ad networks and publishers to filter this traffic before it ever reaches an advertiser, protecting their budget and their business. However, the solution goes beyond just click fraud, as valid traffic is characterized by varying levels of traffic quality.

Using the traffic quality scores provided by Click Forensics and proactively managing publishers and affiliates, ad networks can indirectly improve the quality of the traffic they send to their feed providers. Ad networks can also leverage the provided insight to route traffic of varying qualities to advertisers with different traffic quality requirements, thereby increasing everyone's satisfaction. This helps protect the integrity of a network's feed partnerships and if those feed providers are using any form of quality-based pricing, it can also increase revenue.

Click Forensics understands that it is not the only judge of traffic quality, and that the biggest concern for ad networks and publishers is what their feed providers say about the traffic they send. Effective use of the Click Forensics product will result in higher average click scores for a network's traffic, and that translates directly to improved quality assessments by a network's partners. To make the process easier, Click Forensics allows networks and publishers to map their scores for specific traffic groupings to the quality assessment given by a related feed partner, such as Yahoo, Google, ASK, MSN, etc. For instance, Click Forensics customers can compare the Yahoo TQ for a specific source or type tag with the Click Forensics average ClickScore for the same clicks that make up those segments of traffic. Doing this, over time ad networks and publishers have been able to measurably increase their Yahoo TQ.