Compilation des dernières études concernant l'AdFraud dans le Digital. In English. UN état des lieux de l'AdFraud et des pistes recommandées pour faire baisser son exposition à la fraude sur la publicité digitale.
4. Executive Summary
67 percent of bot traffic observed in the study came from residential IP
addresses
Display : Bots accounted for 11 percent of all display impressions observed.
Video : Bots accounted for 23 percent of all video impressions observed.
Retargeting : Bots consumed 19 percent of retargeted ads.
Sourcing : Third-party traffic sourcing resulted in 52 percent bot fraud
White Ops, Inc, December 2014
8. All different kind
of AdFraud
Bot fraud, bot
traffic & bot net
Ad Injection
Adware
Click farm
Cookie stuffing
Fake profiles
Fake sites
9. Bot behavior
In the first 5 days bots generate almost
80% of their impressions
50% of all bots are active for less than
5 days
Bot percentages soar in older browsers
50% of bots are still active at nights
hours
Bots act as real users. VIEWABILITY
DOES NOT ENSURE HUMANITY
WhiteOps, DoubleVerify
13. Take action
Consider day-parting to reduce time-of-day bot percentage spikes.
Implement continuous fraud monitoring.
Use bot detection to ensure that sites are not sourcing traffic.
Pause or troubleshoot campaigns that do not meet percent-humanity targets.
Disable older browser in campaign set up.
Request transparency for sourced traffic.
Update blacklists frequently and narrowly.
Use a service such as domain detection or bot detection.