How Bots Degrade the Marketing Tool Ecosystem

May 26, 2016

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.

JavaScript and Tracking

During site visitor sessions, marketing tools use JavaScript to perform tracking by injecting analytics tags/tracking pixels and cookies into users’ browsers. Any ad click or transaction is tracked and reported in this manner.

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

Read the Article

Previous Article
Employee Retention: When Achieving True Success Means Letting Go
Employee Retention: When Achieving True Success Means Letting Go

Rami Essaid, CEO of Distil Networks, discusses his approach to employee retention with Forbes.

Next Article
How To Tell The Good Bots Vs. The Bad Ones
How To Tell The Good Bots Vs. The Bad Ones

According to Distil Networks, for every cool, new bot there are bad bots being created that post a serious ...