As the bot and non-human Web traffic issue continues to spiral, a new survey out Thursday reveals that 80% of publishers concede they don’t have insight into how their traffic is audited by third-party providers.
In addition, the survey by The 614 Group and Distil Networks, found that 74% of publishers reported that traffic quality issues are part of pre-sales discussions, and 68% said they have received requests for information (RFIs) with acceptable non-human traffic (NHT) thresholds. The Interactive Advertising Bureau (IAB) projected that digital fraud costs advertisers $8.2 billion each year, due to the proliferation of NHT.
Publishers participating in the survey include AccuWeather, A&E Networks, Hulu, Thomson Reuters, and Univision. They shared 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,” Rami Essaid, co-founder and CEO of Distil Networks, said in a statement. “Monitoring fraud post-campaign isn’t the answer. Bot operators, and the NHT they generate, are only becoming more sophisticated," Essaid said.