Share: Advertisers Will Lose $7.2 Billion Globally To Bots In 2016

By | April 7, 2016

From a post by Statista’s Dyfed Loesche, this chart shows opinions on combating bot fraud in online advertising:



Report from the Association of National Advertisers:

The Bot Baseline: Fraud in Digital Advertising

Advertisers will lose $7.2 billion globally to bots in 2016

Data was collected over 61 days from August 1 to September 30, 2015. All participants received proprietary information on their buys. The aggregate data is reported in the 2015 Bot Baseline study, and highlights are provided in the Key Findings Report and are below:

  • In 2015, advertisers had a range of bot percentages varying from 3 to 37 percent, compared to a 2 to 22 percent in 2014. But the overall rate of fraud was basically unchanged.
  • Media with higher CPMs (cost per thousand impressions) was more vulnerable to bots, as these segments provide a stronger economic incentive for botnet operators to commit fraud.
  • Sourcing traffic (any method by which publishers acquire more visitors through third parties) results in greater fraud. Sourced traffic had more than three times the bot percentage than the study average.
  • Fraud varies by buy type. Direct buys had lower fraud. Programmatic buys had greater fraud. Programmatic video ads had 73 percent more bots than the study average.
  • The annual financial impact of bot fraud ranged between $250,000 and $42 million for the 49 participating advertisers and averaged about $10 million per participant. The advertising industry overall could lose approximately $7.2 billion globally to bots in 2016.

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