Let’s put the brakes on bot fraud!
by Ari Jacoby, CEO
Cars have always been near and dear to my heart – if I didn’t live in Manhattan, I’d own several. As you can imagine, we are very excited to be participating at this conference, as automotive marketers are huge players in the digital advertising space. In fact, by 2015 the automotive industry will be second only to retail as digital advertising’s biggest investor. This puts the industry in a great position to take a fierce stance against bot fraud and viewability issues.
Solve Media puts out a bellwether industry market advisory every quarter. In Q1, we took a deep dive into the automotive vertical to see just how bad the fraud problem is for auto marketers. We recently revisited the auto vertical to pull the latest bot numbers, which you can see below. While suspicious traffic is still quite high, bot traffic fell below 10% on both the display and mobile platforms. At first blush, the numbers suggest some nominal progress, though we expect Q4 numbers will get worse as ad spend increases during the busy holiday season.
Alarmingly, the amount of suspicious mobile traffic nearly doubled between Q1 and Q3, though Q3 saw a dip in bot traffic in both desktop and mobile. US and global traffic saw a similar trend, the full results of which we will be releasing next month. We believe that, as the issue garners more attention, advertisers are taking action against bots and demanding that their agency partners buy more carefully, from higher quality partners.
Unfortunately, bot abuse is profitable and will be a long-term war. Automotive advertisers (and the advertising industry as a whole) must continue to take proactive measures to combat fraud. Along with seeking out engagement-based advertising, advertisers should consider asking their trading desks for verified human audience segments.