Eight Out Of 10 Publishers Don't Know How Their Traffic Is Audited By Third Parties

December 16, 2016

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.

Read the Article

Previous Article
77% of Publishers Victims of Non-Human Traffic
77% of Publishers Victims of Non-Human Traffic

A new survey from The 614 Group and Distil Networks reveals that the vast majority of publishers are not aw...

Next Article
Eight Out of 10 Premium Publishers Admit They Don’t Have Insight Into How Their Traffic Is Audited by Third-Party Measurement Companies
Eight Out of 10 Premium Publishers Admit They Don’t Have Insight Into How Their Traffic Is Audited by Third-Party Measurement Companies

The burden of proof is on publishers to defend their web traffic, yet 80% admit they don't have insight int...