Are you getting what you pay for? Imagine that your ad traffic was like a bag of chips. If you opened the bag to find it half empty, you’d feel ripped off.
If you’re buying display or video ads, it’s highly probable that you are buying fake traffic. Yes, bots that won’t actually become loyal to your brand, clicks that are automatically generated, and money spent on conversions that will never happen. An analyst report by Suntrust Robinson Humphreys found that up to 50% of publisher traffic is bot activity. They also found that 11% of display ad views and 23% of all video ad views were from a phony audience. Not too surprising though, more than half of the traffic that is sent from third parties claiming to lift a publishers’ traffic numbers came from bots.
According to a report issued by the Association of National Advertisers, fraudulent ad traffic and clicks will suck $6.3 billion from the industry in 2015.
Expectantly, this phony active also carries over to major social media networks. You may have heard about the great “Instagram Rapture” of 2014. In December, this social media giant purged millions of fake profiles, leaving many celebrities stunned by a dramatic drop in their followers. Instagram removed 29% of its own followers who were flagged as “spammy” accounts.
Fraudulent activity will always be an issue as long if people can make a dollar off quantity, and not quality.
Why should you pay for bogus activity and fraudulent clicks? You shouldn’t!
We, at INO.com, agree with you. You shouldn’t have to take your ad budget and automatically feel like 25% of it will be wasted. Thankfully, we have developed proprietary technology to detect and limit bot traffic across our ad channels.
We are fortunate to have a site where we know our audience very well, and our technology easily identifies visitors that do not follow a standard behavior pattern. Combined with a system that tracks IP addresses to our ad server, we can eliminate 99% of fraudulent traffic.
We also have a monitoring system that watches the INO.com site and actively blocks any requests from low reputation IP networks, browsers that seem to be fraudulent, or addresses with known fraud issues.
Best,
Bob Fladung
Director of Advertising
INO.com, Inc.