A new tool aimed at helping marketers and publishers better look after their advertising budgets has been unveiled at the Search Engine Strategies (SES) Conference and Expo.

Developed by Click Forensics, the traffic quality dashboard means that businesses will be able to identify both the best and the worst in incoming online advertising traffic, providing them with the opportunity to improve their services and manage their money more effectively.

Paul Pellman, chief executive officer of Click Forensics, remarked that the tool would make it easier for ad networks and publishers to spot who was behind the incidences of both good and bad traffic.

Click type identification – focusing on different categories such as click fraud and double-clicks – and traffic source scoring feature on the dashboard.

The introduction of the tool follows Click Forensics’ release of a platform designed to help online marketing campaigns and maximise return on ad networks by effectively targeting online traffic sources.

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