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BizReport : Advertising archives : October 27, 2015

Study: Most publishers can't tell human from bot

When it comes to telling human traffic from the non-human sort, both publishers and brands admit they have issues - and say these issues are a leading concern for their future. That according to the new Distil Networks study which found that most publishers and advertisers have issues telling human from bot.

by Kristina Knight

The research from Distil Networks also found up to 37% of advertisers were willing to pay more to ensure the traffic to their ads was certified as human.

"As digital ad fraud continues to track closely behind digital advertising spend, it's staggering to see the lack of meaningful measurement by both advertisers and publishers for real human traffic," said Distil Networks co-Founder and CEO, Rami Essaid. "Bots are a relatively cheap and easy way to divert funds from digital advertising spend, and so far have had an easy run at it. This needs to change."

Some interesting takeaways from the report include:

• 75% of publishers can't or don't know how to tell human from non-human traffic
• 59% advertisers have the same issue
• Half of publishers and brands say they have issues with skewed analytics
• One-third of publishers and brands say they have issued with fake registrations
• 86% of publishers say click, impression fraud are 'top concerns'
• 100% of advertisers agree

Tags: advertising, Distil Networks, traffic trends, website traffic

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