Click fraud and bot traffic were some of the most-cited concerns about media planning and buying among US media agencies and brand marketers.
Sometimes publishers realize they won’t fulfill an audience requirement and resort to purchasing traffic from third parties, also known as dark traffic.
While almost two-thirds of bad bots worldwide behave like bots, roughly 40% are able to mimic human behavior, according to 2015 research.
Nearly half of desktop traffic from ads served globally was suspicious in Q3 2014, up from 45.7% in Q2 2014.
The share of US desktop ad traffic that was suspicious rose nearly 12 percentage points quarter over quarter to more than half of all traffic.
The portion of exchange-based ads served that were flagged for suspicious activity fell from 20% in H1 2013 to 13% in H2 2013.
Over six in every 10 ad impressions served online in the US in Q4 2013 were done so to suspicious, nonhuman agents.
A remarkable 61% of US web activity was deemed suspicious during Q4 2013, solidly passing the majority threshold it first attained a quarter earlier.
51% of web traffic in the US was deemed to be suspicious in Q3, representing a new high.