According to the Interactive Advertising Bureau (IAB), digital fraud costs advertisers $8.2 billion each year. Some suspect there’s little incentive to fight it because advertisers have priced it into their spend already. Some even suspect publishers are reluctant to clean up non-human traffic (NHT) for fear of hurting revenues. Others, including security expert Dr. Augustine Fou, say that fraud is inevitable, since there will always be “hackers who are very advanced in the use of technology and who don’t play by the normal rules of engagement.”
Our new report, “2017 State of Digital Publishers’ Fight Against NHT: To Block NHT or Not to Block,” surveyed 40 of the comScore 250 publishers about their attitudes and experiences with NHT – also known as bots – both as an internal issue and as a discussion point with potential direct buyers of their inventory. Here are some of the critical insights gleaned from the data.
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