Many advertisers are willing to pay a premium for certified audiences, but publishers are having a hard time ensuring human Web traffic for ads, according to a new report on bot traffic.
The "A Digital Publisher's Guide to Measuring and Mitigating Bot Traffic" report from Distil Networks shows that while 37 percent of responding advertisers are willing to pay at least an 11 percent premium for certified human traffic, 75 percent of publishers and 59 percent of advertisers are either unable or unsure of how to decipher human versus non-human traffic.
"As digital ad fraud continues to track closely behind digital advertising spend, it's staggering to see the lack of meaningful measurement by both advertisers and publishers for real human traffic," said Rami Essaid, Distil Networks co-founder and CEO, in a company statement. "Bots are a relatively cheap and easy way to divert funds from digital advertising spend, and so far have had an easy run at it. This needs to change."