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.
