77% of Publishers Victims of Non-Human Traffic

December 16, 2016

A new survey from The 614 Group and Distil Networks reveals that the vast majority of publishers are not aware of how their traffic is audited by third-party providers.

Bot operators, and the non-human traffic they generate, are becoming more sophisticated. The Interactive Advertising Bureau reports that digital fraud costs advertisers around $8.2billion each year.

The 614 Group/Distil Networks survey of 40 of the comScore 250 publishers, such as Hulu, Thomson Reuters, Univision and AccuWeather, found that nearly three-quarters (74%) say traffic quality issues are part of pre-sales discussions and more than two-thirds (68%) have been asked to provide information with non-human traffic thresholds.

Frustratingly, most publishers (77%) are victims of non-human traffic despite only 38% purchasing traffic. This suggests that non-human traffic is getting onto their websites through other means, through no fault of the publisher.

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80% of Digital Publishers Don't Know How their Web Traffic is Audited
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