Study: More than 19% of leads are rejected as faulty

New York—A new lead-generation study shows that more than 19% of leads generated by publishers are routinely rejected midstream because of faulty demographic information.

In an analysis conducted by DCASTechnologies, which validates leads provided by publishers to their advertisers, 19.4% of leads made up of various pieces of consumer demographic information, such as gender, age, postal or e-mail address, were rejected as faulty.

Most of the problems with lead data were encountered in e-mail files, followed, in order, by postal failure, duplicated names and incomplete or inappropriate client self-reporting, according to the company.

The worst industry niche for rejected leads was pharmaceuticals and medicine, followed by automotive.