The Bot Baseline Fraud in Digital Advertising

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THE GAME OF AVERAGES: MIXING CLEANPLACEMENTS WITH BOT-HEAVY PLACEMENTSLOWERS THE OVERALL AVERAGECASE STUDY16 to 64% Bot Traffic Hit Direct Buy, Premium CampaignsAn agency for a participant in the retail vertical placed a direct buy on sites owned and operatedby a well-known U.S. media company. Sixty placements contained an average of 17 percent bots.About half of the placements were very clean; the other half ranged from 16 to 64 percent bots.60 PlacementsCleanBots: 16–64%17% Bot Overall Average20
TO REDUCE BOTS IN PREMIUM CAMPAIGNS,ADVERTISERS MUST UPDATE ASSUMPTIONSThe quality of some premium, well-known publishers may have degraded since they established theirreputations in the early days of the web. The reputation of the publisher is no longer a reliable benchmarkto predict bot traffic levels.RECOMMENDATIONUse technology to validate all assumptions.To avoid paying for bots in premium campaigns, use third-party fraud detection to validate or disproveassumptions about ad buys from all sources, including premium or Tier 1 publishers and trusted sources.Avoid making assumptions about traffic quality based on a publisher’s premium or tier classification.Premium21
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 and 18: SOURCING TRAFFIC INCREASESBOT LEVEL
Page 19: BOTS GET INTO PREMIUM BUYSSignifica
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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