Saturday, April 4, 2020

36% of all Ad Impressions are Fake Bots

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Pesach Lattin
Pesach Lattinhttp://pacevegas.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

Solve Media has recently released their latest Bot Traffic Market Advisory Report.  Not surprisingly, it shows that the amount of suspicious traffic is continuing to rise.  This report focuses heavily on how this fraudulent traffic is affecting the automotive industry.  Since the auto industry is the second largest buyer of all online advertising, they have a lot to lose when it comes to ad fraud.

In addition, however, they will also have a lot of pull with marketing and advertising companies, and may play a key role in fighting back against bot traffic.

In the report, Solve Media found that 36% of all traffic that ‘views’ automotive advertisemtns is suspicious.  22% has been confirmed to be non-human traffic.  Bots are even entering the mobile sites, with 6% of mobile traffic on automotive sites confirmed to be coming from bots and 13% being suspecious.

These numbers add up to show that the various car brands that advertise online will waste about $540 million displaying ads to non-human visitors.  Of course, these bots will never be able to purchase a vehicle, so the money being spent is completely wasted.

The automotive industry is really taking notice of these numbers.  Keith Morris, the SVP of Team Detroit, commented recently that, “The bot traffic plague is a major challenge in the automotive industry, but we are proactively addressing the issue in all of our digital marketing efforts.  We are seeing significant success with engagement and performance based media like Solve Media that eliminate the noise and waste of non-viewable ads and bot fraud.”

The data contained in this report was compiled from thousands of automotive related sites that Solve Media publishes on.  The past two years worth of data contained insights from their 10,000 publishers across its network.  This included display, video and mobile focused sites.  You can read more about the report HERE.

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