EQ Works is a leading provider of targeted advertising, including mobile, video, social and other types of ads. They have been working on a technology to help filter out bad traffic, and the system, which they call ‘Hercules’ has recently been recognized by Adometry. Adometry is a provider of marketing performance management solutions, and measures the quality of traffic. They said that EQ has generated traffic that is ‘significantly higher’ than the community average.
This is, of course, quite an achievement given how much effort is put in by hackers, scammers and others who are looking to profit off of the work of others.
David Katz, the EVP of EQ Works, said, “Real-time bidding is useless if you aren’t reaching real audiences. Recently, there have been several articles published that show fraudulent web traffic to have surpassed legitimate page views, which of course is a major concern for the entire industry. This isn’t a new issue, but it remains a serious problem. Our EQ Ads team has been building automated intelligence into our platform to drastically reduce click fraud, false impressions and waste and as a result, we are able to hone in on the best quality clicks and outperform the competition.”
Based on this recent recognition, it seems that he is right about that fact. They have managed to filter out much more of the fraudulent traffic than most other ad networks around today. This will likely help them attract new advertisers who are constantly looking for ways to increase their return on investment.
With some low quality advertisement providers having over 50% of the traffic coming from bots and other non-human activity, it is rarely worth the low price brands are paying. EQ Works, however, has also managed to keep their prices lower than most people would expect to pay.
Katz said on this, “Google Search has long been accepted as the benchmark of quality for search advertising, but this quality traffic often comes at a high price.” (He is referring to Google AdWords it seems). He went on to say, “We’ve always believed that our targeted programmatic display ads can generate similar quality at great scale and at a fraction of the cost, and the insights from Adometry support this belief.”
While fraudulent page views are a problem that still needs more attention, EQ Works is certainly setting the bar for quality, which hopefully other ad networks can follow.
