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BizReport : Advertising : September 24, 2014

Study reveals high level of fraudulent traffic in CPG vertical

As CPG advertisers increase spending on mobile, so fraudsters are following the money, according to new research from Solve Media which shows mobile bot traffic increasing in this vertical.

by Helen Leggatt

In its latest Quarterly Bot Traffic Market Advisory, Solve Media reveals some good news, and some bad.

The good news is a "healthy" decrease in suspicious traffic compared with the first quarter of 2014. While global traffic showed a 16% decrease, national (U.S) traffic decreased by 19%.

However, that's where the good news ends. According to Solve Media, a dive into the CPG vertical shows that mobile bot traffic actually increased. Globally the increase was 21% and in the U.S. a whopping 40%. With 8 out of 10 smartphone owners researching products on their devices before making a purchase, it's little wonder there is more fraudulent mobile traffic, says Solve Media.

"The fraudsters are following the money as CPG advertisers begin to invest more in mobile channels," said Justin Somaini, Chief Trust Officer at Box. "This is why, as an industry, we need to prioritize preventing these advanced attacks. Data-driven solutions that drive cognition and emphasize engagement will eliminate bot traffic altogether."

Tags: advertising, botnet fraud, fraud, mobile

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