Click Forensics, a leading provider of online advertising verification solutions, today opened the beta testing program for a new platform that will enable online display advertisers to make audience impression filtering and ad serving decisions in real-time. The technology, designed to complement existing brand safety solutions, also features analytics to measure the effectiveness of display ad campaigns at reaching their desired audiences. Online advertisers, agencies and ad networks using the platform will benefit by reducing ad spend wasted on unwanted and ineffective impressions, which will improve overall campaign ROI. Organizations interested in participating in the beta program, can visit www.clickforensics.com/display.
The first new features will be commercially available in Q1 2010, with new functionality added regularly. The new Click Forensics platform is designed to bring a new level of transparency to the display advertising market, similar to what the company’s search ad verification platform has delivered in the search marketing space for years. This includes tracking and blocking impression inflation, including malware schemes used to inflate click through rates (CTRs) on display ads.
“As companies look to expand investments in display advertising through online networks and exchanges, they need ways to ensure they’re reaching their intended audiences for media buys,” said Paul Pellman, CEO of Click Forensics. “It also means they need to watch for ad impression inflation and outright fraud, which can cost them more money than necessary. Our new platform helps advertisers and ad providers do just that by taking what we’ve learned in search and applying it to display.”
The Click Forensics display ad verification platform is designed to solve problems online advertisers face when purchasing inventory through any of the newly available channels, such as ad exchanges, demand side platforms (DSPs) and blind ad networks. This includes helping marketers to verify the delivery of purchased impressions, such as how many impressions they received, to whom they were delivered, and whether they were viewed by a human for an appreciable time period. By using the Click Forensics platform, advertisers and agencies will be able to pre-filter individual unwanted impressions in real-time and verify that campaign objectives are met by delivering better targeted impressions.
“We’re excited to work with Click Forensics on the development of this new offering to help us deliver more precise targeting and results for client ad campaigns,” said Matt Greitzer, vice president of search marketing and head of ATOM Systems at Razorfish. “The company’s expertise and experience vetting ad quality across billions of search advertising clicks is a huge advantage in handling the demands of display advertising verification.”
As the leader in search advertising audience verification, Click Forensics is uniquely positioned to bring additional transparency to the display advertising community. Over the past four years the company has amassed data on billions of clicks and ad impressions, which it uses to develop sophisticated machine-learning algorithms that discover click fraud, malware sources and botnets; filter unwanted audiences; and measure the value of audiences that view ads. With the ability to collect and manage massive amounts of data and process billions of impressions per day, the new Click Forensics platform for display advertising is designed to meet the scalability and performance demands of real-time impression filtering and verification.