Founded in 2006, Affinity Advertising specializes in contextual advertising â€“ advertising that scans the text of a website for themes or keywords and generates ads to the web page based on what the user is viewing. The company today unveils a new proprietary system that will score all its Publishers’ traffic sources. In the system, revealed at ad:tech San Francisco, sources are ranked according to a Traffic Score of 1-10 (1 being the lowest, 10 the highest) based on conversion rates achieved for direct advertisers.
Lavin Punjabi, President & COO, Affinity clarifies that "Very few ad networks today provide transparency on Publisher Traffic Quality. The reason, more often than not, for not being able to provide the level of transparency required is because they do not work with Direct Advertisers. We do" The new TQ mechanism helps Publishers manage their Pay-Per-Click campaigns, enabling them to suspend low quality sources and opt for others.
Affinity's technology helps 75,000+ advertisers reach out to their target audience by delivering what the company reports are over 30 Billion ad impressions each month.