Dive Brief:
- A new report from the Association of National Advertisers and fraud detection service White Ops proves that reputation of a publisher is not an indicator that it will be free from bot traffic.
- Bot traffic in premium publishers is primarily coming from traffic purchased from third-parties, and 52% of all purchased traffic is bots.
- According to White Ops, 25% of bot traffic is coming from the top 1,000 most visited websites.
Dive Insight:
Bot traffic is often attributed to bare bones websites, but this study highlights the fact that no publisher is immune. Other highlights from the reports include: $6.3 billion of the $43.8 billion that will be spent on digital advertising next year will be based in fraudulent activity; bots account for 11% of display ad views and 23% of video ads views; and 19% of retargeted ads are coming from bots.
