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08-07-2010, 09:14 AM
The average "innocuous invalid rate" in Anchor Intelligence's network declined to 29.8% in the second quarter of 2010, representing a 36.1% sequential decrease. That means the invalid traffic rate dropped to less than 1% from 7% in the prior quarter, according to the company's Traffic Quality Q2 2010 report released Monday. But the decrease does not necessary mean good news for advertisers. Anchor analyzes multiple types of advertising, but predominantly driven by CPC, search ads. While the decrease presents an interesting trend, it does not represent a decline in malicious activity across the Web, but rather a decline in robot traffic such as Web site crawlers and spiders designed to index Web sites as well as a sharp decrease in internal testing traffic like test clicks from ad networks and search engines. The report suggests that since innocuous invalid traffic is generally pre-filtered by ad providers, it rarely impacts an advertiser's ad budget.
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