‘3 things you need to know about bot traffic’ – ClickZ Blog
Mike O’Brien says, “Most advertisers don’t think they’re affected by bots. But since more than half of the Internet’s traffic is not human – though it’s not necessarily nefarious – that assumption is most likely false.
It’s no secret that fraudulent traffic costs advertising billions every year. But surprisingly few think their sites are affected.
According to Distil Networks’ 2015 Digital Publisher’s Guide to Measuring and Mitigating Non-Human Traffic, only 37 percent of advertisers think non-human traffic has a significantly negative effect on their campaigns. Among publishers, it’s only 14 percent.
“I think a lot of people feel like because they’re not actively doing anything to engage in that ecosystem, it doesn’t impact them,” says Rami Essaid, CEO of Distil Networks. “They feel like they haven’t gotten their hands dirty so they’re clean. They don’t realize how widespread it is.”
Bot traffic denial could be compared to if a principal sends home letters about the rampant bullying at school. Most parents would have the same reaction: “My child would never!”“.
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