Click Quality Management

Click Tracking

Bloggers are provided with a unique tracking code for each display ad and text link an advertiser creates. When a visitor clicks on one of these ad units that click is tracked. SocialSpark logs the click data and provides it to ClickForensics, the industry leader in scoring, auditing, and improving traffic quality for the online advertising community. ClickForensics provides independent analysis of SocialSpark’s click stream data and utilizes traffic segmentation to maximize quality.

Traffic Segmentation

SocialSpark employs the ClickForensics Traffic Quality Engine. An average of 17% of traffic is discarded and not charged to the advertiser. The engine analyzes CPC traffic data with sophisticated patent pending heuristics to score the relative merits of online traffic. Data mining techniques are applied to click behavior to identify markers and determine relative merit of every click, every visitor, and every site. The large number of heuristics employed examine three main categories of data:

• Attributes: technical and economic attributes of every click include IP address, proxy server traffic, bot characteristics, originating location, HTTP header characteristics, visitor profile characteristics and cost-per-click.
• Behavioral: click-through behavior such as visit depth, time on site, viewing patterns, and time between clicks.
• Community: comparative data is available across a community of advertisers, networks, and publishers for correlation, validation, and continuous improvement to the algorithms.