The Bot Baseline Fraud in Digital Advertising

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Action Plan for PublishersContinuously monitor sourced trafficAlways monitor sourced traffic. Know your sources and maintain transparency about traffic sourcing.Eliminate sources of traffic that are shown to have high bot percentages. Monitor all vendors, all the time.Protect yourself from content theft and ad injectionUse a service such as domain detection or bot detection to monitor for content-scraping (presentinganother site’s content in a separate website and monetizing the scraped content with ads) and evidenceof ad injection. A bot detection service can measure actual numbers of bots in high-bot traffic, allowingpayment for the human audience while eliminating bots from the billing process.Consider allowing third-party traffic assessment toolsPublishers can enable advertisers to improve the granularity of their traffic performance by authorizingthird-party monitoring (for characteristics such as viewability, engagement, and bot detection) andthird-party tracker measurement.50
Who is your real audience:BOB SMITHorBOT SMITH?Thank you and congratulations on becomingpart of the fraud elimination movement.We encourage you to provide “protectedtransparency” to all your digital media partners inorder to encourage collaborative honesty on behalfof your brands and the industry.51
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 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: Action Plan for Buyers(Continued)Ap
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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