BERGEN, Norway – Buying traffic comes with benefits and drawbacks, especially if one buys a lot of it. Traffic is the key to generating new sales, but buying traffic that isn’t interested in your product wastes marketing dollars.

While traffic sellers typically offer basic tools to help you target your traffic buys, sometimes you need a more efficient way to let the good customers in and keep the freeloaders out.

Enter PlugRush’s new tool that allows clients to whitelist or blacklist traffic sources based on the client’s previous experience with the source’s traffic.

“PlugRush traffic comes from a lot of different sources,” said Thomas Skavhellen, chief brand officer for the traffic network and content-marketing platform. “Now when you see a traffic source that does not convert well, you can blacklist that source so you aren’t wasting your budget. Conversely, when you see a traffic source that works especially well, you can whitelist that source so it always receives favored status.

“It’s just like running a nightclub, for example,” he continued. “You don’t want to let in the people who won’t buy your drinks. We are your bouncer, and you control the guest list. We make sure your intended guests get in and the undesirables stay outside.”

In addition to adding single domains to whitelists and blacklists, PlugRush customers also can use the lists to control either individual IP addresses or a full range of IP addresses. The approach is particularly useful for advanced customers who wish to target specific mobile carriers.

“Many of our advertisers have their own list of IP addresses for different mobile operators,” Skavhellen said. “Customers can now build a whitelist for specific carriers — for example, Vodafone in Spain. This makes it possible for them to build a very specific ad campaign that targets just that one specific carrier.”

Skavhellen also said PlugRush’s new tool also plays well with others.

“In our continuous quest to give our customers the best information possible when analyzing their traffic quality, we recommend third-party tools like Voluum, which is more powerful and sophisticated than standard tools like Google Analytics,” he said. “The better an advertiser understands his or her traffic, the easier it is to use whitelists and blacklists effectively.”

For more information, visit Plugrush.com.