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

December 16, 2016

The burden of proof is on publishers to defend their web traffic, yet 80 percent admit they don’t have insight into how their traffic is audited, raising questions about which traffic is non-human traffic (NHT).

Marketers are no longer willing to pay for NHT, with 74 percent of publishers reporting that traffic quality issues are part of pre-sales discussions, and 68 percent stating they have received requests for information (RFIs) with acceptable NHT thresholds. This disconnect is leading to lost money and frustration for both advertisers and publishers.

These statistics are included in a new report from The 614 Group and sponsored by Distil Networks. The report includes a survey of 40 of the comScore 250 publishers, including AccuWeather, A&E Networks, Hulu, Thomson Reuters and Univision, about their attitudes and experiences with NHT, both as an internal issue and as a discussion point with clients considering direct buys of their inventory.

“Ad agencies will stop paying publishers for NHT, yet only one third of publishers are blocking nefarious NHT proactively,” said Rami Essaid, co-founder and CEO of Distil Networks. “Monitoring fraud post-campaign isn’t the answer. Bot operators, and the NHT they generate, are only becoming more sophisticated, and unless publishers can gain control over their unsolicited inbound NHT, the numbers aren’t going to add up and the industry is headed for major contention.”

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