Many in the digital advertising industry are concerned about this trend, because advertisers often pay for digital advertising based on online ad views and clicks, and fraudulent views and clicks could be causing advertisers to waste significant amounts of money on ad campaigns. Digital advertisers are also concerned that fraud skews ad campaign performance statistics, since distinguishing human activity from the bot generated activity is virtually impossible. Unchecked, bot fraud could cause advertisers to lose confidence in the effectiveness of digital advertising ecosystem.
To help stem bot-related fraud, the Association of National Advertisers (ANA), an industry trade group, recently announced the launch of a joint study in conjunction with the online fraud detection firm White Ops to determine the level of bot fraud in the digital advertising industry. The ANA will publish a report with the results of the study and recommendations for action in mid-October 2014.