LookSmart partners with Anchor Intelligence to measure click validity

Share this article:

Search ad network LookSmart has formed a partnership with Anchor Intelligence,  which monitors online traffic quality.

Under the partnership, all clicks generated by LookSmart and its clients will be now be scored by Anchor's ClearMark technology which, in real time, determines the probability that any given click is fraudulent. That data is then given to clients and publishers so that they're only paying for high quality traffic.

Anchor uses proprietary algorithms to determine if a click is malicious. In addition to using well-known approaches, such as blacklisting IP addresses that are known to be robotic, “Anchor also looks for patterns that indicate collusion and that have been found to be tied back to things that are trickier to find, like robotic click farms or folks being paid to generate clicks,” said Michael Schoen, LookSmart's VP and general manager of advertising platforms.

Click fraud has long been an issue, and it's something that that the industry needs to work to protect advertisers against, Schoen said.

“Fraudulent clicks have no value for an advertiser,” he said. “If there's no actual user behind the click, then it can't convert. So advertisers are then forced to factor that into their overall traffic.” This makes it hard to accurately measure the performance of an advertiser's campaign.

LookSmart's clients include interactive agency WebMetro and Service Magic, which connects home owners with local home improvement providers.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.