
Defining Our Terms
First, what is a “Bot”? Bots are human-directed computer programs — often from viruses surreptitiously installed on hundreds of thousands of computers — that follow the bidding of a “botnet operator.”
“Botnet operators”: malicious actors that sell or run bot traffic to commit bot fraud.
“Bot Fraud”: (technically called “non-intentional traffic”) is when crawlers are used as if they were humans to view and click online ads, stealing money from advertisers and harming the advertising ecosystem.
The problem with bot fraud is that it cuts directly at the heart of what drives the internet – the fact that advertisers pay for placements that get their ads ‘seen,’ and publishers rely on the revenue driven by their quality inventory. But if an impression is served to a bot, no one is really ‘seeing’ it at all and money is being funneled into illegitimate hands. With estimates floating around that as much as one third of user traffic on the web may be fraudulent, the very metrics upon which we build intra-industry consensus can begin to feel a little wobbly. By shining a spotlight on the problem, we hope to eliminate bad impressions…while making GOOD impressions.
Their Approach
In order to eliminate bot fraud from the digital advertising landscape, we first need to understand how bots work. Our team of top ad quality engineers and scientists is examining the statistical signatures of correlated browsing across sites. Using big data, statistical algorithms and plain old sleuthing, we have been able to identify over a hundred signals that can illuminate how bot behavior differs from humans. Three of these signals stood out among the pack as particularly strong predictors of bot behavior.





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