San Antonio, Texas—Click Forensics announced Tuesday it has formed the Click Quality Council, an industry group it says will represent the interests of advertisers working to develop pay-per-click quality standards in the search marketing industry.
Marketers LendingTree and Visa USA, as well as ad agencies Agency.com and Carat Fusion, said Tuesday they have joined the Click Quality Council. Council members will convene quarterly to discuss click quality issues.
Kevin Embree, an advisory board member of Click Forensics, an online technology and services provider, will head up the group. He will also represent the Click Quality Council as a member of the Interactive Advertising Bureau’s Click Measurement Working Group, which was formed in August to develop industrywide pay-per-click standards.
“The absence of pay-per-click quality standards is the single largest barrier for large advertisers to expand their media-buying strategies on search engines and contextual networks alike,” said Robert Pettee, senior search marketing manager for LendingTree, in a statement.