6 in 10 Agency Media Buyers See Negative Impact of Bot Traffic on Campaigns

January 29, 2014

This article is included in these additional categories:

Digital | Display & Rich Media | Privacy & Security

SolveMedia-Bot-Traffic-Problems-Jan2014Last month, Solve Media reported that a slim majority of US web traffic could be deemed “suspicious,” representing a new high for potentially fraudulent traffic. It seems that online publishers and media buyers are paying attention to the problem: new survey results released by Solve Media indicate that 59% of agency media buyers see bot traffic’s harmful effects on campaign performance. A sizable proportion of online publishers will take steps this year to combat the problem.

Approximately one-third of online publishers surveyed said they would implement anti-bot solutions this year, with that figure more than double the share from last year.

Corporate brand marketers also recognize the impact of bot traffic on their campaigns: 41% said it leads to inefficiencies and stolen ad budgets while negatively affecting overall performance.

Based on a ZenithOptimedia global ad spend forecast from last year, Solve Media estimates that up to $11.6 billion in global display spending could be wasted this year advertising to bots. That represents a 22% uptick from the last time Solve ran the numbers in September 2013, when it estimated that bot traffic could waste up to $9.5 billion in 2013 display ad spending.

About the Data: Solve Media surveyed 600 digital media buyers, senior marketers and online publishers in the US during October and November of 2013.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This