Digital ad fraud has taken center stage among buyers, and billions of ad dollars will be lost to bots this year. According to recent research by Solve Media, suspicious web traffic is showing different patterns depending on device, and desktops are a serious problem area.
Based on impressions observed by Solve Media in Q3 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. Bots—one form of suspicious traffic, with other examples including fraudulent activity, spam postings and viruses—were also on the move in the US. Desktop bot traffic rose nearly 35% between Q2 and Q3 2014.
Meanwhile, mobile was much less susceptible to suspicious activity. Just 17.2% of US ad traffic was suspicious on mobile, down slightly from Q2 2014, and bots’ share dropped nearly 38%. Read the rest at eMarketer.