Anchor Intelligence: Ad Network Solutions

Anchor Intelligence: The source of truth in online advertising

Managing traffic quality within an ad network is growing ever more challenging. In the current state of economic uncertainty, advertisers are becoming increasingly focused on ROI and demanding transparency and accountability on their advertising spend. Meanwhile, the volume of illegitimate traffic on the web is increasing as the complexity of the web grows and more money moves online. As click fraud goes undetected and online advertising spend continues to grow, fraudsters are economically motivated to increase their reach and activity.

Anchor Intelligence provides tools for ad networks to not only better manage the quality of traffic on their network, but also capture and deliver more value to their advertisers. Anchor’s traffic quality solutions provide networks with the intelligence they need to monetize the highest quality users on their network, reward their best publishers, remove poor quality publishers, and filter fraudulent clicks.

THE ARMS RACE OF CLICK FRAUD

Ad networks face challenging conditions when dealing with online fraud. The rate of adaptation for fraudsters often exceeds the ability for a given ad network to keep its detection methods up to date. Changes in an ad network's filtering rules often result in only a short-term reduction of fraudulent activity. And large scale fraud rings reappear within days of being discovered and shut down. As a result, the cost of dealing with customer complaints and billing inquiries becomes significant with no systematic way of responding to the changing behavior of fraudsters. Anchor Intelligence offers cutting edge, proprietary solutions that have been developed to adapt over time. Our models train against new instances of fraud detected within our network. With the most comprehensive and exhaustive collection of network security intelligence, Anchor’s click quality solutions enable our customers to benefit and learn from the collective intelligence of the entire web.

Traffic Quality Monitoring: ClearMark provides ad networks with the ability to assess each click as it happens.. Previous behavior, current patterns, and reputation are all factored into the quality score determination. Ad networks can integrate ClearMark’s click quality scores into their existing reporting and billing systems to provide a granular view of traffic quality. ClearScope™, Anchor’s reporting interface, provides ad networks with a range of views into their traffic, from the network-level down to an individual click. ClearScope™ also provides reason codes to explain each click score, giving networks unprecedented access to transparent intelligence. With the vast array of information available through Anchor, ad networks can reconcile click counts, and filter out poor quality traffic.

Quality Based Pricing: Advertisers recognize that each click has a varying probability of converting on their site, and are willing to pay a premium for better quality traffic. Anchor Intelligence's quality-based pricing solutions enable ad networks to adjust pricing according to predictors of conversion. Ad networks can then provide detailed reporting to advertisers to inform bidding strategies. By enabling flexible pricing choices, ad networks can monetize a wider range of traffic, while advertisers can better target their campaigns according to their goals.

Publisher Site Reporting: Anchor Intelligence’s publisher reporting provides ad networks with detailed insight into the best and worst traffic sources. Anchor Intelligence leverages both traffic quality scores and traffic-independent data – such as the site’s content and reputation – to help ad networks understand which publishers are driving valuable traffic to advertisers and which publishers are fraudsters. Using ClearScope™, ad networks can review individual sites and evict poor quality and fraudulent publishers from their network in order to maintain a high standard for their ad placements. Networks can also identify and promote the best quality publishers by adjusting pricing and revenue share terms.