The Bot Baseline Fraud in Digital Advertising

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GOALS AND METHODOLOGYBots are software scripts in networks of computers that are controlled by a single entity as part of a botnet. The botnetcontroller can cause the computers in its botnet to execute a variety of behaviors and goals, including advertising fraud, onlinebank robbery, identity theft, and distributed denial of service (DDOS) attacks. When executing ad fraud, the botnet controllercauses the computers in its botnet to render or click on ads, requiring advertisers to pay for a click-through or an ad impressionthat was never served to a real human.Historically, huge volumes of ad fraud have been undetectableto advertisers. White Ops and the ANA worked with 36 ANAmember organizations to analyze digital advertising campaigntraffic over a period of 60 days between August 1 andSeptember 30, 2014.We used newly developed technologies that revealed bots andshowed the true domain source of ad impressions. We studied5.5 billion impressions — the largest public study to date ofbots in digital advertising.White Ops provided guidance to all study participants, butcontributors were permitted to select the type of ad traffic tobe measured during the study. There was no uniform point ofanalysis, type, or percentage of traffic analyzed. Mandatoryrequirements were not placed upon participants. The soleunifying aspect of the methodology was the unique approachWhite Ops used to differentiate between a human and bot(machine-driven) request.White Ops evaluated billions of impressions, discoveredhundreds of millions of bots, and covered video and all types ofdisplay advertising. Display and video advertising purchased viadirect, network, and programmatic channels were all evaluated.This study examined traffic for 36 ANA participants fromthe following industry verticals: auto, beer/spirits, CPG,financial/insurance, hospitality, pharma, restaurant, retail,and technology.36 Companies181 Campaigns3 Million Domains5.5 Billion Impressions60 Days08
HOW WE USED THE DATAThis study is a baseline assessment of fraud in digitaladvertising, a threat that has emerged over the pastdecade.We used new bot detection technology to collect dataon ad fraud attacks. We compared data received fromthe participants to historical evidence from White Opsand external sources Chartbeat, Ghostery, and Grapeshot.We aggregated evidence across different traffic typesand analytic methods for the 36 participating ANA memberorganizations to minimize the influence of individualorganizations in each of the samples.The publicly announced study assessed premium digitaladvertising brands during a relatively slow portion of theadvertising year, suggesting that the bot measurementsobserved during this study underrepresent the overalllevel of bot fraud in the advertising ecosystem.In this report, we provide recommendations to assistadvertisers, agencies, and publishers in developingdefenses against the increasing threat of digital ad fraud.09
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: BOTS ARE EVERYWHERE...BUT NOT IN EQ
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 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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