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BizReport : Advertising archives : September 13, 2013

Bots costing advertisers $9.5 billion

New data released by Solve Media reveals the bot problem is worsening with a whopping 46% of web advertising exhibiting suspicious activity during the second quarter of this year, up from 43% in the first quarter.

by Helen Leggatt

The company's latest Bot Traffic Market Advisory doesn't make good reading for online and mobile advertisers. The estimates show that advertisers are blowing $9.5 billion on ad impressions generated by non-humans, or bots, or 46%.

Similarly, suspicious mobile ad activity has risen from 22% in the first quarter of 2013 to 35% in the second.

Geographically speaking, the highest levels of suspicious web activity were found in China, Venezuela and Ukraine while Singapore, Macau and Qatar had the highest levels of suspicious activity for mobile.

Comparing the U.S. and U.K. reveals the latter displaying more suspicious activity, as can be seen from the chart below.

solve media bots.png

"The waste and inefficiencies associated with showing ads to bots are frightening from a return on investment perspective," says Ari Jacoby, CEO of Solve Media. "We're watching the video marketplace carefully and actively advising agencies on the topic of bot-safe media inventory. We encourage publishers to proactively add our free anti-bot security to their sites in order to guarantee human audiences."

Tags: ad impressions, advertising, advertising budget, bot trends, mobile advertising, web advertising

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