Report: Bots Make Up Nearly 60% of Online Traffic

October 23, 2015

For several years, there has been a big conversation about the number of bots online. While making the distinction between benign and malicious bots can be important, each type has an impact on the digital ad space. A new survey from Distil Networks examines how bot-based ad fraud harms the industry.

Illegitimate traffic–i.e., traffic that doesn’t come from human users–comes in many forms. Everything from hijacked devices, data-center traffic, web page pre-loading and adware all contribute to wasted ad dollars as ads are served fruitlessly.

One of the main problems the digital advertising industry faces is a lack of awareness as to how bot traffic works and the impact that it has on business. Distil Networks surveyed both marketing buyers and marketing suppliers, and neither group seemed to agree on the scale of the problem. 37 percent of buyers think bot traffic has more than an 11 percent negative impact on their campaigns, while only 14 percent of suppliers feel the same way.

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