Solve Media study shows high levels of fraudulent traffic in CPG vertical
New York City – September 18, 2014 – Today, Solve Media released the results of its Quarterly Bot Traffic Market Advisory, revealing a healthy decrease in suspicious traffic from Q1. Global traffic showed a 16% decrease and national traffic decreased 19%. This follows the suspicious web activity trends seen throughout 2013, as reported in this former Bot Traffic Market Advisory.
An in-depth look into the CPG vertical uncovered a different trend, especially in mobile traffic. Mobile bot traffic in this vertical was 21% higher than global norms and 40% higher than US mobile traffic. According to Google’s Mobile In-Store study, eight out of ten smartphone owners research products before making a purchase. With more mobile traffic on CPG-related sites, it is no surprise that there is more fraudulent mobile traffic.
These higher bot numbers correspond with a spike in CPG mobile advertising spend. Mobile ad exchanges Smaato, Millennial Media and Nexage all saw significant increase in CPG mobile spend in Q2, especially in programmatic. Mobile advertising spend is estimated to reach $18 billion by the end of 2014, up 83% from last year, according to Gartner, Inc. Not surprisingly, CPG advertisers are taking a proactive stance in the fight against bot fraud.
“As CPG ad spending grows and the threat landscape increases, it makes sense that fraud is dramatically increasing. The fraudsters are following the money as CPG advertisers begin to invest more in mobile channels,” said Justin Somaini, Chief Trust Officer at Box. “This is why, as an industry, we need to prioritize preventing these advanced attacks. Data-driven solutions that drive cognition and emphasize engagement will eliminate bot traffic altogether.”
With Q2 generally being a slow period for advertisers, Solve Media does not expect this decrease to continue. Ad budgets will be ramping up for the holiday season and suspicious traffic will likely increase throughout the second half of the year.
About Solve Media
Solve Media was founded by veteran entrepreneurs and technologists focused on data, security solutions and innovative Internet advertising. The company’s proprietary online and mobile advertising platform, the TYPE-IN, was designed to create highly effective opportunities for brands to engage with real consumers. With this platform, Solve Media guarantees brand message delivery, brand lift and return on investment for advertisers. Additionally, the platform creates new revenue opportunities for publishers and saves time for consumers.
Solve Media is based in New York City and Philadelphia, with offices across North America and Europe. Learn more at: http://solvemedia.com/