The Customer

The Goal

“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

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

the past fifteen years, Burst has stayed true to this belief, working with a vast network of

web publishers, providing advertising representation, services, and technology to help

them attract and meet the needs of major national advertisers. During that time, Burst

Media developed adConductor™, an end-to-end ad management technology and services

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

At the beginning of 2009, Burst Media used an internally developed system to monitor

traffic for click and impression fraud. This system included both automated detection

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

reviewed. However, Burst recognized that click fraud is an arms race; fraudsters evolve

rapidly and the company needed additional visibility into fraudulent activity across the web.

The company sought a third-party solution to enhance its own efforts and provide

proactive click fraud detection on behalf of its customers while keeping its focus on its

core business.

After evaluating several solutions, Burst Media decided to license Anchor Intelligence’s

ClearMark for Traffic. Anchor’s self-learning models train against new instances of fraud

detected across ad and search network customers’ traffic. This technology provided Burst

with Anchor’s proprietary conversion information and best-of-breed network security

intelligence, as well as the means to benefit and learn from the collective intelligence of the

Anchor network. By licensing ClearMark, Burst aims to improve click fraud filtering and

boost advertiser ROI.

CASE STUDY: BURST MEDIA SPRING 2010

www.burstmedia.com

Burlington, MA

Online advertising network

Billions of ads served on 6,000 websites

reaching ~64% of the internet audience

To proactively identify and filter invalid

traffic

To improve its pricing model

The Solution

Partnered with Anchor Intelligence in

early 2009

Funneled its data through ClearMark for

Traffic, Anchor’s real-time traffic scoring

system

Used ClearMark Reports, Anchor’s

reporting interface, to monitor clicks

and trends

Used ClearMark Alerts, Anchor’s

automated email alert platform, to

immediately respond to spikes in

fraudulent activity

The Results

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

CASE STUDY: BURST MEDIA CONTINUED

WHAT THEY DID

Burst Media integrated the ClearMark for Traffic system

smoothly and quickly. By integrating ClearMark with the

company’s adConductor ad management system, Burst was able

to identify and filter invalid traffic and protect advertisers from

unnecessary charges. Using ClearMark Reports, Anchor’s

dynamic, online reporting interface, Burst gained unprecedented

access to traffic and reputation data for each of its publishers,

enabling investigations into sources of invalid and valid traffic.

After turning on ClearMark Alerts, Burst Media was able to

immediately address instances of click fraud when they arose on a

site within its network.

WHAT THEY ACHIEVED

ClearMark for Traffic has given Burst Media a new weapon to

combat click fraud more efficiently and effectively. The extensive

information available within ClearMark Reports has enabled

Burst’s Publisher Services team to investigate suspicious traffic

activity more quickly and thoroughly than ever before. As a

result, the average click quality score for Burst improved by 47%

in just 6 months and the average attempted click fraud rate

declined by 22%, making Burst Media one of the cleanest

networks among Anchor Intelligence’s customer base.

ClearMark has also offered Burst Media an enhanced level of

security. Armed with the tools to identify and eliminate click

fraud from publishers in real-time, Burst has confidently grown

its total traffic volume by 45% in just 6 months.

Finally, ClearMark for Traffic has enhanced Burst Media’s efforts

to offer advertisers the most brand-safe ad network available. By

licensing ClearMark, Burst Media has demonstrated to advertis-

ers that the company takes traffic quality issues seriously. “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,” says Harry Klein, COO of Burst Media.

Burst Media plans to keep up the good work with ClearMark by

using Anchor’s positive reputation metrics to continue its

growth online.

© 2010 Anchor Intelligence, Inc. All rights reserved.

SPRING 2010

“Anchor Intelligence enables us to fulfill our commitment to our advertiser and publisher partners to consistently deliver

value,” says Klein. “We look forward to leveraging Anchor’s updated scoring outputs to deliver even greater returns to our

partners.”

For more information about Anchor Intelligence, please visit www.anchorintelligence.com, or email toby@anchorintelligence.com.

For more information about Burst Media, please visit www.burstmedia.com, or call (781) 272-5544.

Anchor Intelligence Inc., headquartered in Mountain View, CA, provides ad networks, search engines, and advertisers from around

the globe with rigorous, cutting-edge solutions to maximize advertiser ROI. With its diverse portfolio of data and predictive analytics

derived from across the web, Anchor's award-winning ClearMark suite enables industry players to improve the performance of

advertising spend online by predicting click and keyword performance. For more information, visit: www.anchorintelligence.com.

Follow us on Twitter: twitter.com/AnchorIntel.

www.anchorintelligence.com480 San Antonio Road, Suite 235Mountain View, CA 94040

Toby TrevarthenVP of Business DevelopmentPhone: (650) 492-5750Fax: (650) 320-9101toby@anchorintelligence.com