The Bot Baseline Fraud in Digital Advertising

BOTS FAKED ALL OF THE ENGAGEMENT ANDVIEWABILITY METRICS THAT WE MEASUREDIn partnership with Chartbeat, White Ops compared engagement metrics between bots and humans.High-bot sites had more abundant, less engaged bots;bots were more engaged than humans on low-bot sitesBots on low-bot sites were sparse but highly engaged. On these sites, bots stayed engaged on the page 5 percent longer thanhumans and scrolled down in the page 12 percent less than humans. On high-bot sites, bots remained engaged on a page only 14percent as long as the average human.Bot AverageBotHumanHuman32Bot Average34CATEGORY OF USERBot Type ABot Type BBot Type CBot Type D26313650Bot Type E440 10 20 30 40 50TIME ENGAGED WITH THE PAGE ON LOW-BOT SITES (SECONDS)Figure 9: Bots Are Often More Engaged Than HumansEngagement measurements were provided by Chartbeat.29