The Bot Baseline Fraud in Digital Advertising

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OLD-SCHOOL BROWSERS HAVE MORE BOTSBot percentages soar in older browsers. Development efforts to supportolder browsers may no longer be cost-effective.To attack using any new browser, bot traffickers must re-deploy,recompile, and test for each new release. The industry can gain atime advantage in bot defense by optimizing media for the newestbrowsers while reducing impressions from obsolete browsers.Firefox Safari Chrome Internet ExplorerPERCENTAGE OF BOT PREVALENCE0 20 40 60 80 10002 4 6 8 10BROWSER AGE IN YEARS12FINDINGOver half of the impressions (58%)coming from IE6 browsers andalmost half of those (46%) fromIE7 browsers are bots.Figure 14: Bots are Still Using IE6 and IE7RECOMMENDATIONBot browsers do not typicallyauto-upgrade the way popular browsersauto-upgrade for human users. Targetingmedia buys to newer browsers canincrease bot downtime and cost whileenabling the industry to get ahead in thebot-defense timeline.Support Newer Browsers.Prefer newer releases to older ones.Know which browser versions are more bot than human.Save on development costs by reducing support for obsoletebrowsers that do not deliver significant human audiences.40
WHEN PUBLISHERSARE VICTIMS TOO:AD INJECTION41
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 and 38: SITES THAT ONLYA BOT COULDLOVE37
Page 39: BOT SUPPLIERS ARE WATCHING YOUBot t
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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