The Bot Baseline Fraud in Digital Advertising

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THE IMPACT OF BOTSON DIGITAL MEDIA10
BOTS WERE IN EVERY KINDOF CAMPAIGN WE STUDIEDBots were not deterred by the technical challenges ofconsuming video inventory. Video CPMs are typically muchhigher than display CPMs, and video inventory contained overtwice the percentage of bot fraud.Measurement of bots in retargeting campaigns and botengagement metrics indicate that higher CPM inventory mayconcentrate populations of sophisticated bots. The most elitebotnet operators appear to customize their bots to capitalizeon the greater dollar opportunity available in higher CPMinventory (see Bots Faked All of the Engagement and ViewabilityMetrics That We Measured, page 29).OVERALL STUDY BOT PERCENTAGES23%Video Bots11%Display BotsCASE STUDYParticipant Hit by High Bot Levels in Premium Display and Video AdsPremiumDisplayVideo SSPNetworkVideo10%bots62%bots11%botsThe agency for one of the CPG participants ran 12 placements on sites ownedand operated by a major U.S. cable and media concern, which had 10 percentbots. This same CPG participant bought video advertising on both a publiclytraded video supply-side platform (SSP) and a leading Internet portal, withbot levels of 62 percent and 11 percent, respectively.11
Page 1 and 2: The Bot Baseline:Fraud in DigitalAd
Page 3 and 4: Special Thanks to the FollowingANA
Page 5 and 6: ABOUT THE STUDY
Page 7 and 8: BOTS ARE EVERYWHERE...BUT NOT IN EQ
Page 9: HOW WE USED THE DATAThis study is a
Page 13 and 14: BOT FRAUD VARIES OVER TIMENot all b
Page 15 and 16: BOT TRAFFIC VARIES BY DOMAIN CATEGO
Page 17 and 18: SOURCING TRAFFIC INCREASESBOT LEVEL
Page 19 and 20: BOTS GET INTO PREMIUM BUYSSignifica
Page 21 and 22: TO REDUCE BOTS IN PREMIUM CAMPAIGNS
Page 23 and 24: BOTS ARE BUILT TO FOOL ALL STAKEHOL
Page 25 and 26: ADWARE: NOT ALL ATTACKS ARE THE SAM
Page 27 and 28: BOTNET CONTROLLERS HIJACK EVERYDAYU
Page 29 and 30: BOTS FAKED ALL OF THE ENGAGEMENT AN
Page 31 and 32: BOTS ARE GETTING TARGETED AND RETAR
Page 33 and 34: HOW BOTSUPPLIERS GETAWAY WITH IT:EV
Page 35 and 36: BOT SUPPLIERS ACTIVELY DISGUISE BOT
Page 37 and 38: SITES THAT ONLYA BOT COULDLOVE37
Page 39 and 40: BOT SUPPLIERS ARE WATCHING YOUBot t
Page 41 and 42: WHEN PUBLISHERSARE VICTIMS TOO:AD I
Page 43 and 44: AD INJECTIONDEGRADES THEQUALITY OFT
Page 45 and 46: BOTNET OPERATORS ARE ALREADYDEFEATI
Page 47 and 48: Action Plan for All StakeholdersCre
Page 49 and 50: Action Plan for Buyers(Continued)Ap
Page 51 and 52: Who is your real audience:BOB SMITH
Page 53 and 54: Appendix AGlossary of Terms (Contin
Page 55 and 56: Appendix BConstraints and Limitatio
Page 57: Appendix DIllustrative Terms and Co

The Bot Baseline Fraud in Digital Advertising

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