2017 Bot Baseline Key Findings: Fraud in Digital Advertising

June 1, 2017

For the third year in a row, ANA partnered with White Ops to measure bot fraud (i.e., non-human traffic). Forty-nine ANA members deployed White Ops detection tags on their digital advertising; all participants received proprietary information specific to their buys while the aggregate data is reported to the industry. Results show that fraud is especially high in programmatic advertising and sourced traffic. The 2017 Bot Baseline report encourages advertisers to take an active role in the fight against fraud and offers a number of proactive ideas to help.