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Click Forensics predicts conversion rates for clicks

What impact will this have on AdSense publishers?

     
2:25 pm on May 8, 2009 (gmt 0)

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Click Forensics, a company that started out as an identifier of click fraud, has introduced a platform that is claimed to hnlp "ad networks, publishers and advertisers to identify online traffic more likely to convert from clicks into sales."

One tool in the Click Forensics arsenal, the "Click Forensics Site Score," conceivably could have have consequences for AdSense publishers by letting advertisers automate domain filtering and placement targeting.

MediaPost has an article about the new service here [mediapost.com].

It's easy to be skeptical of the new tools (Click Forensics has a knack for getting publicity with headline-worthy claims), but maybe there's fire behind the smoke--and if a significant number of major advertisers are persuaded that Click Forensics' "adaptive intelligence" and predictive tools are useful, the impact could be noticeable.

5:19 pm on May 8, 2009 (gmt 0)

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Deja vu all over again: MSN's Commercial Intention Tool [adlab.msn.com]
5:53 pm on May 8, 2009 (gmt 0)

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Maybe I'm missing something, but as far as I can tell, the Click Forensics "Site Score" and MSN's "Commercal Intention Tool" serve different purposes and are applied in different ways.
9:22 pm on May 8, 2009 (gmt 0)

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Seems deja vu to me
10:27 pm on May 8, 2009 (gmt 0)

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t's easy to be skeptical of the new tools (Click Forensics has a knack for getting publicity with headline-worthy claims)

If I were an advertiser, I would be more concerned about how to test the claims made about the developers of this product, rather than the conversions of publisher traffic.

11:01 pm on May 8, 2009 (gmt 0)

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If I were an advertiser, I would be more concerned about how to test the claims made about the developers of this product, rather than the conversions of publisher traffic.

It's likely that advertisers big enough to use this platform will test the claims.

If the concept seems "deja vu," it's because it sounds like a third-party version of the method that Google uses to determine smart pricing, with one big difference: Smart pricing is under Google's control, while the Click Forensics tools are designed to give the advertiser greater control. (To put it another way, the Click Forensics "predictive tools" are for advertisers who don't want low-quality clicks at any price.)