MSN expands adCenter reporting

Sunday, October 21, 2007

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MSN has expanded the functionality of its adCenter marketing software to include click quality reports, the company announces.

Brendan Kitts, programme manager for click quality at Microsoft adCenter, advises that this could enable internet marketers to identify the level of low-quality clicks their advertisements receive.

This includes fraudulent click-throughs or those which are deemed unlikely to result in a sale, he states in an MSN adCenter blog post.

"Because all clicks don't necessarily carry the same value, adCenter categorises them as either standard quality or low quality," Mr Kitts explains.

"Low-quality clicks are clicks that adCenter classifies as non-billable," he adds.

The programme manager claims that such clicks are not labelled as "invalid" due to the fact that they may on occasion result in a conversion.

A previous post on the adCenter blog urged marketers to analyse any improvements in sales fully following an advertising campaign to ensure they gain the maximum benefit from any changes made to promotional efforts.

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