I don't want no scrubs

Yes, scrubbing is one of those horrendous but vital processes of modern day online lead gen. Having said that, advertisers that don’t use lead management systems often question why suppliers don’t take responsibility and stop sending invalid leads in the first place.

However, the reality is that whilst the huge volumes of online gen may be the fatted calf, the sacrificial lamb is often the validity of some of the data generated.

This doesn’t necessarily mean a bad supplier, as they themselves may be victims of rogue affiliates sending questionable traffic. It is much better to employ sensible real-time validation with a manual scrub process to lift even the worst performing suppliers to within an acceptable level of ROI/CPA.