MSN has announced the addition of new online marketing reports to its adCenter advertising programme.

The new reports assess the quality of clicks on publishers’ advertisements in order to highlight weaknesses in online marketing campaigns, the company states on its adCenter blog.

Programme manager for click quality Brendan Kitts explains: "Because all clicks don’t necessarily carry the same value, adCenter categorises them as either standard quality or low quality.

"Standard-quality clicks are the clicks that you want, that ordinarily result in conversions and that you are billed for."

Common characteristics of low-quality clicks include unusual activity patterns, minimal commercial intent and automated or fraudulent traffic, he adds.

Online marketing via MSN achieves a 35 per cent higher rate of conversion than by other networks, according to the firm.

However, users were recently advised to use demographic data to ensure their advertisements are targeted at the correct age group in order to maximise returns.

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