QUICK HIT: Spotting Fraudulent Web Traffic with Clean Score

Advertisers are concerned, and rightly so, about fraudulent traffic in advance of the holiday season.

Attribution and ad-tracking platform Barometric has released a free tool for Web publishers to identify fraudulent traffic.

The new tool, called Clean Score, was launched as a separate tool after invalid traffic filters were built into the platform to assist in the tracking of ad clicks and impressions.

Clean Score lets publishers identify invalid traffic, with the aim of generating more valid ad impressions.

The tool categorizes invalid traffic by type - such as good and bad bots, data center traffic and non-human behavior - and it conducts a trend analysis over time. Any publisher who registers and validates their site, and adds the tracking code, gets a report that can be set as private or public.