Do you really have a bot problem? Consider that one botnet, Pushdo, has more than 4 million IP addresses with computers infected but just about all those IP addresses also have legitimate consumer traffic. In fact, it is commonplace for consumers and bots to share a device and IP address. In the Bad Bot Landscape Report, Distil also found about 1,100 commercial ISPs have more than 70% of their traffic is automated user agents. So have no doubt that launching bots is a large-scale commercial operation and it is pervasive across many industries. It is not a question of whether or not you have bot traffic today, it is a question of how much. On average, after removing traffic from search engine bots and monitoring services we see lows of 5% bot traffic, but typically we see 20% to 35% of requests on a website are generated by bots.
- What is acceptable an amount of bot traffic on your website?
- How do you measure your bot traffic today? In real time or after the attack?
- What Key Performance Indicators (KPI) are affected by bot traffic today? Revenue?
And then consider how bot traffic might affect your business and your career…
CONTENT THEFT (including IP Infringement)
- Email harvesting – automating the capture of email addresses provided in lists and derived from contact information and then used for SPAM
- Data Aggregation – taking data sets, running a set of automated queries to mine data through a website interface using standard consumer UI or generating a series of URLs
- Content Replication – stealing your content to drive traffic to their site rather than yours and does not provide links back nor attribution (also called plagiarism)
>> KPI: Pagerank, Daily Pageviews, Marketing Costs AND Revenue
- Price scraping – Paging through your website to obtain a complete data set on every item you sell, current availability, and the price
- Theft of Brand Assets – Taking branded images, specifications, and reviews that retailers use under license from the brands and manufacturers they distribute… this is then used for counterfeiting
>> KPI: Margin, Legal AND Revenue
- Fraudulent registrations – the ability to autocomplete registrations, including pass of CAPTCHA and even phone verification steps to create certified accounts
- Phone book stuffing on lead forms
- Fake accounts to gain access to directories – LinkedIn, FB,
- Form spam, using artificial intelligence to
- Cookie trafficking, obtaining valid user cookies and
>> KPI: Margin, IT Support Costs, AND Lost Revenue
- Automated Click fraud – directing bots to click on ads and banners all over the web to drive fake traffic to a website and drive up marketing costs.
- Brown outs – using automated browsers to make a high volume of requests on a website to slowdown the server
- Artificial traffic for impression fraud – using bots to drive traffic to a domain to drive up the impression count on those domains
>> KPI: Conversion rate, Click through rate, CPA, AND Marketing Cost
So, when Distil identifies 99.9% of bot page requests in real time, how can you use that information to improve your online business? Your KPI? Your career?
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