Around the Net
Reputable Publishers Distance Themselves From Bot Traffic
- Wall Street Journal, Tuesday, September 29, 2015 7:13 AM
Fraudulent traffic is a problem that continues to plague digital advertising, particularly with ads purchased from automated ad exchanges. To evaluate the quality of traffic to its members’ properties, online publishing trade group Digital Content Next commissioned ad fraud detection firm White Ops to study 32 of its members’ sites for 53 days. According to DCN’s study, “sophisticated bots” accounted for an average of 2.8% of traffic to display ads across its members’ properties, and 2.5% of traffic to video ads.
