Quality vs. Quantity

Who's making sure the traffic is real?

The rise of influencer marketing — where brands work with social stars and creators to create and distribute video, photos or text content — has led to a growing number of players clamoring to solve the nascent issues in measurement and safety.

Last week, two firms announced new moves to provide measurement for influencer marketing. Ahalogy created a third-party-verified influencer-marketing program that the firm says will go beyond social followers or other metrics to be able to select influencers that pass a “quality-traffic” test (that is, no bots) and verified engagement metrics, and it will double-check how paid media impressions are delivered.

The company is working with Moat for metrics to assess activity after users click through to influencer websites from social or advertising, so there are supposedly verified numbers for cost-per-visit campaigns.