Advanced persistent bots (APBs), capable of wreaking havoc on marketing tools, are the most common bad bot type, according to the 2016 Distil Networks Bad Bot Report. They possess a wide range of capabilities, including the ability to evade detection, impersonate humans, change identities and vary attack patterns.
Marketing tools track humans. Through impersonation, APBs cannot be accounted for—they simply blend in. They distort visitor tracking and reporting, rendering critical business marketing tools ineffective.
The following data typically gets routed to databases owned by the marketing vendor:
- Visitor information – operating system, origin, new or returning visitor
- User interactions – page views, time on page, clicks
- Conversions – web forms filled out, content downloaded
- Social media interactions – likes, retweets, reposts