For as long any many of us can remember, click fraud has been the bane of the digital advertising experience. Make no mistake, it's still here, but its impact is lessening thanks in great part to the maturing technologies of our time.
Digital advertising solution eZanga this week unviled a new update to its proprietary click fraud pvention product, Traffic Advisors Infinity or TAI, which the company believes will continue to block fraudulent clicks thanks to some upgraded techniques and algorithms.
TAI offers publishers insights on their traffic by scoring that traffic on a scale from 0 to 9. Using this scale, Traffic Advisors Infinity will rate sources based on the traffic’s quality and probability to convert. A score of 0 means the source of traffic is invalid, and a source of fraudulent traffic. Lower scores of 1 to 3 are better for advertisers looking to improve their brand awareness. The medium and high scores, 4 to 9, are designed for advertisers looking for traffic with higher conversion rates. While other traffic providers require clicks be paid for before giving feedback on its quality, eZanga traffic is pre-filtered to eliminate fraudulent clicks before they are directed to clients’ websites. eZanga spends its own money to test each new source of traffic before exposing it to their client base.
"This is the most intelligent version of Traffic Advisors that we’ve developed yet," said eZanga CEO Rich Kahn. "We’re looking at significantly more data points, and our team has developed a self-learning algorithm to stay ahead of the curve. We have alert reports set up so our team can identify new threats that our software cannot, and then eliminate them before they cause problems on our ad network.”