The Bot Baseline Fraud in Digital Advertising

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PROGRAMMATIC INVENTORY IS VULNERABLETO BOT TRAFFIC EVEN WHEN OBTAINED FROMTRUSTED SOURCESFINDINGBot percentage varied widely whenserved from known programmatic adserver domains, with no identifiablepredictor of bot traffic levels. For18 of the 36 study participants,three well-known programmatic adexchanges supplied programmatictraffic with over 90 percent bots(see case study at right).The study average bot percentagefor programmatic placements was17 percent.Average programmatic bot trafficfor participants ranged from3 percent to 31 percent.RECOMMENDATIONA bot site used the opacity of programmatic display traffic sourcing throughdemand side platforms (DSPs) to systematically defraud advertisers.Agencies for 18 of the 36 studyparticipants bought inventory throughthree well-known, trusted DSPs, witheach agency targeting differentconsumer profiles and segments.Ads from all 18 of these participantsran on a common publisher and showedconsistent bot percentages greaterthan 90 percent.CASE STUDYOne Publisher Funneled Over 90% Bot TrafficThrough DSPs to Half of Study ParticipantsWhere’s the Content?$$Programmatic ExchangeAds at this site yielded payments to the publisher but were not consumed byhumans. The bot supplier designed this site to efficiently capture advertiserdollars, placing ads in rows down the length of the web page, with no actualcontent on the page.Reputation and trust levels cannotpredict the percentage of bottraffic a supplier will have. Buyerscan take action to protectprogrammatic buys:Continuously monitor and troubleshoot programmatic buys.Monitor all ad inventory, even from trusted sources.Require sources to monitor traffic they provide.The site was designed to maximize fraudulent gains while minimizing botnetresource requirements.Pause or troubleshoot campaigns that do not meet percent-humanity targets.32
HOW BOTSUPPLIERS GETAWAY WITH IT:EVASION33
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 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: BOTS ARE GETTING TARGETED AND RETAR
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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