Burst Media, a premier online advertising network, partnered with Anchor Intelligence in early 2009 to proactively detect click fraud on behalf of its customers while focusing its efforts on its core business. After integrating with ClearMark for Traffic, Burst Media improved the efficiency of its publisher management team, achieved a 22% reduction in attempted click fraud rates, and fostered greater brand equity and trust among its advertisers and partners.
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Burst Media Case Study
1. “When we tell advertisers that we use Anchor Intelligence
to monitor all traffic across our network, it raises our
stature as an ad network they can trust.”
- Harry Klein, COO, Burst Media
CASE STUDY: BURST MEDIA SPRING 2010
The Customer THE LONG-TAIL NETWORK
Burst Media was established in October 1995 around the belief that the primary value of
the internet lay within the diversity of specialty content available on long-tail web sites. For
www.burstmedia.com the past fifteen years, Burst has stayed true to this belief, working with a vast network of
Burlington, MA web publishers, providing advertising representation, services, and technology to help
Online advertising network them attract and meet the needs of major national advertisers. During that time, Burst
Billions of ads served on 6,000 websites Media developed adConductor™, an end-to-end ad management technology and services
reaching ~64% of the internet audience
platform, which powers its two media units, Burst Network and Burst Direct, and is used
by many large media companies to manage their owned and operated ad networks.
Today, Burst Media represents more than 3,000 web publishers, which publish more than
6,000 web sites. Burst serves billions of ad impressions each month and is one of the
largest online media properties in the US, reaching more that 136 million unique visitors.
WHAT THEY NEEDED
The Goal
At the beginning of 2009, Burst Media used an internally developed system to monitor
To proactively identify and filter invalid
traffic for click and impression fraud. This system included both automated detection
traffic
To improve its pricing model programs as well as manual auditing procedures. Additionally, Burst employed a strict
site-auditing system, to ensure that sites experiencing unusual traffic patterns were closely
The Solution
reviewed. However, Burst recognized that click fraud is an arms race; fraudsters evolve
Partnered with Anchor Intelligence in rapidly and the company needed additional visibility into fraudulent activity across the web.
early 2009 The company sought a third-party solution to enhance its own efforts and provide
Funneled its data through ClearMark for
proactive click fraud detection on behalf of its customers while keeping its focus on its
Traffic, Anchor’s real-time traffic scoring
core business.
system
Used ClearMark Reports, Anchor’s
reporting interface, to monitor clicks After evaluating several solutions, Burst Media decided to license Anchor Intelligence’s
and trends ClearMark for Traffic. Anchor’s self-learning models train against new instances of fraud
Used ClearMark Alerts, Anchor’s detected across ad and search network customers’ traffic. This technology provided Burst
automated email alert platform, to with Anchor’s proprietary conversion information and best-of-breed network security
immediately respond to spikes in
intelligence, as well as the means to benefit and learn from the collective intelligence of the
fraudulent activity
Anchor network. By licensing ClearMark, Burst aims to improve click fraud filtering and
The Results boost advertiser ROI.
Improved efficiency of publisher
management team resulting in a 22%
reduction in attempted click fraud rates
A stronger sense of security, enabling a
45% increase in traffic volume
Greater brand equity and trust among
advertisers and partners