It is a well known trend that companies are shifting their marketing dollars from traditional advertising to digital advertising. The benefits of digital marketing are vast: more targeted ads, extensive analytics, higher ROI, etc. However, there is an offsetting cost that is costing advertisers significant money: bots. Bots are website robots that run automatic tasks such as clicking on advertisements. This in turn causes companies to pay for these "fake" clicks with no promise of a return.
How much are these bots costing advertisers? According to a study released by the Outdoor Advertising Association of America, bot fraud is stealing ~$7B from advertisers. Display media with CPMs over $10 received 39% more bot traffic than lower CPM media and media with CPMs over $15 had a 173% high bot rate.
http://www.adweek.com/socialtimes/report-bot-fraud-costs-advertisers-7-2-billion-worldwide/636920
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