The report was based on an analysis conducted by White Ops in 4Q16 of the online advertising spend of 49 ANA member companies, including major corporations, such as Coca-Cola, American Express, and Target. Global estimates were determined in part based on the amount of fraud seen with the sample advertisers.
The researchers examined only digital display and video ad buys—not search buys, pay-per-click (PPC) buys, or paid social media campaigns.
Total projected online ad spend loss to bot traffic (impressions from nonhumans) is down 10% from 2017. The researchers theorize the decline is due to the increasingly sophisticated strategies brands are deploying to fight fraud.
Some 9% of desktop display ad impressions included in the data set came from bots, down from 11% the previous year. Just 2% of mobile display ad impressions came from bots.
Some 22% of desktop video ad impressions included in the data set came from bots, down from 23% the previous year.
About the research: The report was based on an analysis conducted by White Ops in 4Q16 of the online advertising spend of 49 ANA member companies, including major corporations, such Coca-Cola, American Express, and Target.
Continue reading "How Much Digital Ad Spend Is Lost to Fraudulent Bots?" ... Read the full article
Subscribe today...it's free!
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Advertising:
- Four Tips for Better Videos Ads on LinkedIn [Infographic]
- Eight Ad Tech Innovators' Hopes and Expectations for 2021
- Social Media Retargeting: The Benefits of Drawing Your Customers Back In
- Which Countries Hate Online Ads the Most? [Infographic]
- A Quick Guide to Understanding YouTube Ads [Infographic]