December 9, 2007
Fraudwall Technologies is now Anchor Intelligence
Its official! Fraudwall Technologies is now Anchor Intelligence.
Why the name change? There are several reasons:
1. Click fraud is only a part of our offering. Our ability to also identify and report on high quality clicks (the inverse of click fraud) is what really sets us apart. And the opportunities in the click quality space are tremendous!
2. The name Fraudwall has negative connotations. From a semantics perspective, brands that have positive affinities are much more compelling (e.g. Veritas, Verisign, Trustee all emphasize building trust, as opposed to blocking security threats)
3. Phonetically, Fraudwall was difficult to prouncounce. We were sick of correcting people who thought we were in the business of building walls for frogs. 
So what’s the story behind the new name? We chose Anchor Intelligence because we felt it captured characteristics of our approach, products, and position in the market. Anchor conveys meanings such as grounded, foundational, strong. We wanted to convey that our assessment of click quality is rooted in sound methodology. Going forward, we expect to establish the industry standard for click quality assessment. Intelligence highlights that our customers become part of an extremely powerful intelligence network once they come on board. Our models and algorithms are developed using intelligence from across the web (traffic patterns, reputations, network forensics, etc).
Arrington over at Techcrunch just blogged about the company and name change here.
lucy said,
December 29, 2007 at 1:38 am
I like your #3 reason, made me laugh. hee hee. by the way, I told jimmy the new name and he thought I said “anger intelligence”… hmmm.. touches on #2, and #3.