The quality of online traffic has always been a persistent concern for marketers and users alike. At points in time bots even accounted for more than half of all internet traffic. Illegitimate traffic- which is anything that doesn’t come from human users- comes in many different forms. From data-centre traffic, web page preloading, and hijacked devices all contribute to wasted ad funds as ads are spent ineffectually. One of the major challenges the digital advertising industry faces is the lack of knowledge on how bot traffic works and its impact on businesses. According to a survey conducted by Distil Networks, both marketing buyers and suppliers could not agree on the scale of the problem. 37% of buyers willing to pay for confirmed human traffic, yet almost 40% of buyers and suppliers declining to voice their opinion on the issue- we can conclude they either don’t understand the bot problem or how to tackle the problem.
In addition to APBs, there has been a significant increase in new internet users in the past year from emerging economies such as China, India, and Indonesia putting the population of humans on the web about 54.44% of all web traffic. Some countries do experience higher bot rates than others
Download the full report for more details on trends in the bot industry: http://resources.distilnetworks.com/h/i/228670222-2016-bad-bot-report/185088