The Bot Baseline Fraud in Digital Advertising

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CHALLENGINGEXISTINGASSUMPTIONS:BOTS CANEND UP ONPREMIUM SITES18
BOTS GET INTO PREMIUM BUYSSignificant bot levels affected all tiersand types of publishers. Premium,direct-buy display advertising campaignsat many well-known domains showed botpercentages higher than 10 percent.Ad fraud in premium publisher trafficcame from bot traffic and ad injection(the unauthorized placing of ads on siteswhere they do not belong).Advertisers who assume that traffic topremium publishers is free of bots risklosing large amounts to intentional orunintentional bot fraud.Premium PublisherServes Up 19% BotsA CPG participant purchased 230,000impressions from a premium U.S. mediacompany. Traffic from the site averaged19 percent bots.CASE STUDYPremium U.S.Content Site19% BotsPremiumCASE STUDYDirect Buy at Premium PublisherYielded 98% Bots in Video Ad CampaignOne premium, well-known publisher in the lifestyle industry verticalemployed a web page layout consisting of a single large video playerat the top of the page. Seemingly random selections of contentsurrounded the autoplaying video on the page.PremiumOn this publisher page, video ads for an auto participant in the studywere consumed by a 98 percent bot audience. Out of almost 4,000total video impressions from the placement, fewer than 100 wereserved to humans.98% Bots19
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 and 10: HOW WE USED THE DATAThis study is a
Page 11 and 12: BOTS WERE IN EVERY KINDOF CAMPAIGN
Page 13 and 14: BOT FRAUD VARIES OVER TIMENot all b
Page 15 and 16: BOT TRAFFIC VARIES BY DOMAIN CATEGO
Page 17: SOURCING TRAFFIC INCREASESBOT LEVEL
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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