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The Truth About Lead Scrubbing

Posted on 2.27.2008
Lead Scrubbing is a process of removing paid leads that are bogus (contact information is invalid) or duplicates of files they currently have on hand. Lets try to uncover some truths about the process.

Lead scrubbing prevents buyers from having to pay twice for the same lead. As an advertiser, you would not want to pay for information you already had, right? Also, if you buy 1,000 leads and 100 of them are bogus, you're essentially paying more for each good lead than you bargained for. This, in turn, begins to price some advertisers out of the market - the advertisers can't afford to buy the good leads and the affiliates begin to lose customers. Therefore, lead scrubbing and de-duping leads keeps the payout high for affiliates and their networks and ensures advertisers do not end up losing money on leads that don't even carry the potential to convert into a sale.

If all the leads you received were good leads, you'd make more money. If you spend on leads that do not carry the potential to convert, you'll quickly find yourself out of business. This is the reason why there are many businesses which provide real time lead-scrubbing. Companies such as leadQC, MelissaData, TargusINFO, and ServiceObjects are notable in this industry and they've earned a respected status by ensuring the value of information provided by affiliates.

Now that you understand lead scrubbing, would you buy a lead that's not scrubbed?

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