Today at the ad:tech San Francisco conference, Click Forensics announced the availability of new functionality that allows ad networks and content publishers to make real-time ad serving decisions based on the quality of a search query or impression. Dubbed the Search Quality Score, the new offering is unique in that decisions on which ads to buy or serve are made before PPC advertisements are viewed or clicked on by visitors. Clients benefit by being able to better optimize profits and improve the overall quality of online advertising traffic they deliver to their partners.
“The quality of an ad impression can vary greatly and change over time,” said Paul Pellman, CEO of Click Forensics. “If ad networks and publishers are to be successful in maximizing profits, they need to be able to make instant decisions based on impression quality, even for CPC ads. Our new offering is designed to do just that, while improving relationships with downstream partners.”
The new Search Quality Score feature instantly scores each search query based on its quality and likelihood to convert so that real-time ad serving decisions can be made. Ad networks and publishers can use visitor quality in determining which search feed to query – dictating the results that should appear and the ads to be displayed. This helps clients to better monetize traffic, increase Click Through Rates (CTRs), improve feed management, and maximize profits.
The new real-time Search Quality Score capability of the Click Forensics platform is made possible by a RESTful web service API that easily integrates into existing high-volume ad delivery infrastructures. The Click Forensics platform allows ad networks, online advertisers, agencies and publishers to improve profits and protect against poor quality impressions by delivering traffic sources that are more likely to convert into sales. The power of the platform 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 four years of industry online advertising data and patent-pending heuristics to score traffic quality in real-time, the best and worst traffic sources are instantly identified so advertisers, agencies, publishers and ad networks can select only the impressions they want in order to improve the overall performance of online campaigns.