A Look at the State of Digital Ad Fraud

October 28, 2015
Advertisers are willing to pay a premium of at least 11 percent for certified human traffic, but the majority of publishers and advertisers are either unsure, or unable to differentiate human from non-human traffic.

This was outlined by a new report titled “A digital’s publisher guide to measuring and mitigating non-human traffic”, which included the results of a survey that came from a joint webinar that Distil Networks conducted with the IAB, or Interactive Advertising Bureau.

The report outlined the threats from non-human and illegitimate traffic, which are defined as hijacked end-user devices, crawler designed to masquerade as a legitimate user, and requests from data centers in which the ad is not rendered on a device as there is no real human user to see them.

What is concerning, according to the report, is how the digital advertising marketplace is under sustained attack from increasingly sophisticated automated robot programs (bots) designed to divert, steal, and otherwise defraud marketing dollars. The cost? To the tune of billions of dollars every year.

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