According to new research from Distil Networks and the Interactive Advertising Bureau (IAB), 48% of digital ad sellers were not sure how much of a negative effect bots (a "software robot" or virtual agent) had on digital ad campaigns
Whether bots are bad for business may depend on whom you ask, says the report. Though many players in the digital ad ecosystem still say they aren’t sure, advertisers consider bots more of a problem than publishers.
Ad buyers were more likely to put a significant figure on how much damage bots were doing, says the report. 18% of advertisers said the negative effect amounted to 26% or more, while 19% said it came to 11% to 25%. Among ad sellers, the responses were 12% and 2%, respectively. Meanwhile, nearly twice as many ad sellers as buyers said the effect was smaller than 10%.