This week FatTail launches the PageGage RAFT (reach and frequency tool), whose aim is to enable online publishers to squeeze more profit out of their display ad inventory.

RAFT automatically combines ad contract data and site content by buying search traffic at a low rate and guiding that traffic to the pages most in need of an impressions boost, according to MediaPost. A client dashboard provides page-by-page and site-wide performance metrics per day; it also keeps track of the traffic requirements required to fulfill ad contracts.

To ensure the traffic RAFT funnels to content sites is relevant, the service populates a list of keywords from existing content and uses it to cull certain searchers from search engines. (This content-scraping method also serves to develop better ad creative for sponsored search.) Low-cost traffic is gathered by purchasing information research words, for example, which are less expensive on AdWords than ecommerce terms.

"The issue we solve is the automation of the traffic generation process, where you need it, when you need it, and the quantity you need at a price you can actually make money with," explained CEO Steve Pelletier.

There are currently no fixed costs for PageGage RAFT; at present, clients pay a percentage of dollars spent driving traffic, typically between 10% and 20%. Pelletier also said the company is working on adding additional reporting features to its platform.

Register for a free trial of PageGage at the FatTail website.