Click Forensics aims to validate diplay ad traffic

In a recent article on MediaPost, Click Forensics announced that they are launching a new service to qualify impressions / traffic from display ads. I’m not sure the extent to which how they will be measuring fraud and validity of impressions from display advertising. I’m curious to know whether it’s fraud on the part of the ad-network or the publishing site that is of gravest concern. I’m most interested in the scenario in which consumers are to blame for re-posting links from display ads across the web, influencing sales either online or in-store, whereby sales data is attributed to the original display-ad impression. That would certainly be a form of non-malicious activity that has in many instances hurt the validity of display advertising. More by clicking to the full article here.

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