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.
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
You may like these other MarketingProfs articles related to Advertising:
- Ad Tech Report: Is the Medium Rectangle's Era Over?
- LinkedIn Ads Myths, Hurdles, and Strategies B2B Marketers Need to Know: AJ Wilcox on Marketing Smarts [Podcast]
- The PPC Power Players: Ad Platforms Making a Big Impact in 2023
- The Top 50 Podcasts in the United States [Infographic]
- Out-of-Home Advertising for B2B Marketing Success | Marketing Smarts Live Show
- Identifying the Best Advertising Strategy for Your Business | Marketing Smarts Live Show