Ad Serving Based On Audience Quality
Traffic quality and online advertising verification service Click Forensics will announce some interesting new functionality in its platform today at Ad:Tech in San Francisco. The upgraded platform will enable ad networks and content publishers to make real-time ad serving decisions based on the quality of a search query or impression.
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 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.”