Traffic Report: LookSmart Puts Priority on Quality Network

By Michael Schoen, VP and General Manager of Advertising Platforms, LookSmart

This week, LookSmart announced a partnership with traffic quality solutions provider Anchor Intelligence. By licensing Anchor Intelligence’s real-time traffic scoring system, ClearMark, LookSmart can further reduce its advertisers’ exposure to illegitimate or fraudulent traffic. This partnership is indicative of ongoing efforts and underlines our priority: providing the best-quality network and supporting services possible to our valued customers.

I’m proud to say that LookSmart has long been a leader in ensuring network quality – years ago we recognized the threat of click fraud and took actions intended to safeguard our network and advertisers. The resulting action has led to significant benefits for our customers: a platform that Search Engine Strategies has recognized as the Best Search Advertising Platform; and network management that strives to meet advertisers’ needs through automated detection tools, rigorous partner screening, and advanced analytics.

In addition to our internal efforts and our partnership with Anchor Intelligence, we support Click Forensics’ FACTr reports to help advertisers identify the best-performing segments of traffic on the LookSmart network for their campaigns. We also support bringing more attention to the issue of click quality through the industry--we are one of the founding members of the IAB Click Measurement Working Group and contributed to the organization’s recent Click Measurement Guidelines, which established industry best practices for buying and selling CPC advertising.

We’re not done. Ensuring the quality of our network is an ongoing process. We’ll continue to develop new processes, enhance our ad serving platform, and partner with best-of-breed analytics providers to maintain and improve the value and quality of our network.