Online publishing is growing fast, and fraudulent advertising schemes are growing right along with it.
According to a new study from Distil Networks, roughly one-third of all online ad spending gets hijacked by fraudulent ad schemes using bots -- automated programs that interact with online ads to (for example) generate fake click-throughs.
The figure is based on a survey of 138 publishers and advertisers asked to estimate what proportion of their Web traffic and campaign spending was captured by fraudsters. The study cites data showing that 22.7% of all Web traffic was due to “bad bots,” rising to 32% of traffic for online publishers.
Publishers and advertisers were most concerned about click and impression fraud, but also expressed concerns about skewed analytics and fake registrations.