Click Forensics will open a program Friday to audit impressions in display ads. The program tests the ability to filter ads and identify invalid traffic in real-time.
Taking a cue from its existing platform to monitor and score billions of clicks, now the company will use the technology to score impressions, as well as determine fraud and validity. The effort to ease the ad industry’s growing pains and increase transparency into ad-buying and conversions could prevent marketers from wasting ad dollars and gain better return on investments.
“We’re looking at all the data being purchased through media sold or purchased,” says Paul Pellman, chief executive officer, Click Forensics, Austin, Texas. “We do machine learning and predictive modeling against that data to identify anomalous patterns and traffic sources that we have proven invalid in the past.”
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