21st October 2003

Mirago First to Increase Advertisers ROI by Removing Poor Traffic Sources

To ensure that advertisers are achieving optimum ROI, a new service has been launched today by Mirago. Source Exclusion helps businesses track and focus the results of their advertising spend by excluding websites that provide little or no return on investment - the first service of it's kind in the UK.

Source Exclusion allows companies to de-select traffic from those specific websites that provide low sales conversion rates largely due to their service or industry irrelevance.

Mirago distributes listings via a network of search partners that use Mirago to provide search results on their behalf. Some partner sites have a user profile that is focused on certain services or industry sectors. Searches within certain sites will more closely match the advertiser's target audience and provide superior sales conversion rates to others.

Derek Preston, Head of Technology at Mirago Plc, said: "At Mirago we recognise that quality of traffic for our advertisers is of utmost importance. Source Exclusion is a new feature which will help advertisers to optimise their spend. It is something that advertisers have needed for a while and is a perfect opportunity for companies to optimise the money they are spending through their online advertising."

Mirago operates the Source Exclusion service by utilising a company's click through URL. When Mirago forwards the click through to the company that is advertising, it will substitute within the destination URL a source identifier.

If the advertiser sees a consistently low conversion rate from one particular source identifier, they can log into their user interface and exclude traffic from that particular source. The advertiser consequently saves money and maximises the return from sites that are lucrative.

About Mirago
Mirago is a privately owned UK technology company that specialises in indexing vast amounts of data. It develops software solutions that generate deep, organic web indexes, merged with highly relevant listings from Mirago's Advertisers. Mirago currently operate web indexes for the UK, France, Germany and Spain. It handles over 50 million searches per month via its own sites and a network of Search Partners. The primary objective is to provide users with searchable web indexes, which render results that are highly relevant to the user's geographic location.

Mirago's software systems integrate 'paid for' results into the index via tailored Featured Site, Trusted Feed and Platinum Listing Programs. This means businesses can connect their site with customers actively seeking products and services.