TORONTO, ONTARIO--(Marketwired - Jan. 23, 2014) - EQ Works (TSX:EQ) a leader in targeted mobile, social, video and online advertising today announced that its EQ Ads programmatic advertising platform has received high scores for protecting advertisers against click fraud and phony website traffic.
Hercules™ is EQ's technology solution for filtering out bad traffic so ads are seen by real people. When EQ delivers targeted advertisements on behalf of clients, the clicks generated are scored for audience quality through the Click Forensics by Adometry™ product. Adometry™, a leading provider of marketing performance management solutions, has rated the clicks generated by EQ significantly higher than the community score, which is a measure of all traffic scored by Adometry within the past 30 days.
"Real-time bidding is useless if you aren't reaching real audiences," said David Katz, EVP of EQ Works. "Recently, there have been several articles published that show fraudulent web traffic to have surpassed legitimate page views, which is of course a major concern for the entire industry. This isn't a new issue, but it remains a serious problem," added Katz. "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."
The Company reported that since its official launch in November, EQ Ads' Hercules™ brand-safe features have been responsible for substantially improving click quality. Hercules™ helps prevent bidding on traffic that it detects as having suspicious attributes and patterns. During December, a month where advertisers are particularly susceptible to schemes for inflating traffic numbers, the average click quality score across all campaigns enabled with Hercules™ advanced fraud detection was substantially higher than the community score.
"Google™ Search has long been accepted as the benchmark of quality for search advertising, but this quality traffic often comes at a high price," added Katz. "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. We are setting the bar high and will continue to innovate to deliver the best results for our advertisers."
"Our Click Forensics product has made Adometry a trusted partner for leading ad networks and publishers dedicated to quality and performance, and we are supportive of the steps EQ has taken to ensure high-quality traffic for its clients' campaigns," said John Brown, general Manager of Click Forensics by Adometry.
About EQ Works
EQ Works (www.eqworks.com) provides a smarter way to target customers. The Company uses its real-time technology and advanced analytics to detect the actionable data that boosts performance for all web, mobile, social and video initiatives. EQ Works balances the many components that comprise the complex advertising ecosystem and establishes equilibrium for reaching the right audience at the right time through any web or mobile device. EQ Inc., operating as EQ Works, is the owner of the trademarks EQ Works, Agency First and Hercules.
Adometry, Inc. is a leading provider of marketing performance management solutions. Build on big data technologies, Adometry's platform is the marketing system of record for solving complex challenges associated with integrating, measuring and maximizing marketing performance across all channels, both offline and online. Adometry processes tens-of-billions of marketing touch points for some of the world's largest brands, identifying the true consumer purchase journey and allowing them to make informed marketing decisions. Headquartered in Austin, Texas, Adometry is privately held and backed by Austin Ventures, Sierra Ventures, Shasta Ventures and Stanford University. For more information, visit www.adometry.com.
This news release may contain forward-looking statements that are based on management's current expectations and are subject to known and unknown uncertainties and risks, which could cause actual results to differ materially from those contemplated or implied by such forward-looking statements. EQ Inc. is under no obligation to update any forward-looking statements contained herein should material facts change due to new information, future events or otherwise.