Report estimates $1.5 billion in ad clicks this year fraudulent
San Francisco, CA -- (SBWIRE) -- 10/09/2012 -- In a recent report, online advertising platform Solve Media says that 10% of all web traffic is from automated computer bots.
That is bad news for advertisers who, according to the report, have wasted as much as $1.5 billion in fake ad clicks by web bots so far this year.
Online advertising will continue to be big business for marketers, website owners and publishers, with eMarketer predicting online ad spending will reach $15.3 billion this year.
“The existence of non-human traffic is an issue that affects the entire digital ad ecosystem,” said Kirby Winfield, SVP of Corporate Development, comScore. “comScore research has shown that a significant percentage of ad campaigns are delivered against non-human traffic, which represents waste for advertisers that can diminish their confidence in the medium. Any efforts to quantify the magnitude of this problem and validate ad delivery represent a step in the right direction for digital.”
Bots cause grief for more than advertisers by creating fake accounts to post spam and other inappropriate content in forums as well as stealing content from publishers.
Solve Media said there has been a 400 percent increase in web bot traffic across commenting, contact, registration and voting services online since 2011.
To combat bots, Solve Media urges advertisers to work with publishers who have employed anti-bot strategies and to demand transparency on all network buys.
Another way of avoiding being tricked by bots is for advertisers to seek cost-per-engagement opportunities that require human cognition for payout.
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