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Click Forensics Dashboard Identifies Best/Worse Traffic Sources

Posted on 8.10.2009

Click Forensics unveiled a new traffic quality dashboard today for ad networks and publishers which aims to more easily pinpoint the quality of online advertising traffic sources.

The dashboard, according to an official statement, can be used to "identify, filter and block traffic that shouldn’t be billed or paid for. Ad networks use the tool to determine which publishers are reliable traffic sources. Publishers can leverage the dashboard to monitor traffic quality from affiliates and sub-publisher sites so they can deliver better results for advertisers."

Features of the CF dashboard include click-type identifications (identifies 15 different categories of click types, including click fraud, out-of-geo clicks, double-clicks, volume spikes and sources of publisher collusion-fraud) to help pinpoint sources of botnet attacks and spiders as well as traffic from co-location facilities.

The dashboard also feature Traffic Source Scoring which allows for the scoring of individual sources of online advertising traffic so publishers and ad networks can view the overall traffic quality they’re experiencing at any given time. Users can drill down into specific publishers, sub-publishers and advertisers for detailed information on click quality sources and destinations of high- and low-quality traffic.

A Web Site Screening Tool in the dashboard provides a consolidated view of all publicly available information on a particular web site’s traffic quality, including WHOIS and registrant information as well as one-click access to traffic volume statistics from Alexa and Compete. The screening tool also includes up-to-date traffic quality data collected from the Click Forensics community.

Perhaps the most valuable tool might just be the ‘Movers and Shakers’ View which flags traffic sources that have significant changes in volume or quality. The information can be used to alert publishers and ad networks of potential areas of concerns as well as traffic sources that have significantly improved or degraded in quality.

“Our new dashboard provides a powerful and simple way for ad networks and publishers to figure out who’s sending bad traffic and who’s sending good traffic to CPC and display ads,” said Paul Pellman, CEO of Click Forensics. “Ad networks and publishers can use the information to increase the quality of traffic they deliver, resulting in improved advertiser retention and spend.”

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