The Bot Baseline Fraud in Digital Advertising

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BOT-TRAFFICSITES SHOWLITTLE OR NOORIGINALITYWhite Ops visited the study’s worst bot-trafficsites. Of the worst 50 sites observed, 30 percentdisplayed unique content, 22 percent displayedcontent duplicated within the site, and 51 percentdisplayed common content (not identical, buthighly similar content across pages).Bot sites copy and paste content.Of the 50 worst bot-traffic sites:30%Had UniqueContent22%DuplicatedContent51%Had CommonContentBot-traffic sites host six or moreof the following types of ads:Video AutoplayBOT-TRAFFICSITES DISPLAYMORE ADSOn average, bot-traffic sites hosted six adsper page as opposed to two on comparabletop-ranked Alexa sites. Many contained one ormore video autoplay, audio autoplay, pop-up, andpop-under elements, which were categoricallyabsent from Alexa’s top 50 sites that serve ads.Audio Autoplay! ! !! ! !Pop-up/Pop-under38
BOT SUPPLIERS ARE WATCHING YOUBot traffickers take careful measurements of traffic to maximize moneteziation of their botnets and bot sites. White Ops comparedthe prevalence of third-party trackers, such as tags, pixels, and beacons, on the worst bot-traffic sites to how often thosetrackers appeared on Alexa’s top 50 sites that serve ads.The worst bot traffic sites use four times as many trackersBot SiteLegitimate, Popular Site0 10 20 3040AVERAGE NUMBER OF THIRD-PARTY TRACKERSFigure 13: Bot Sites Measure Traffic to Increase MonetizationTracker measurements were provided by Ghostery.39
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 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: SITES THAT ONLYA BOT COULDLOVE37
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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