TPG has always been concerned over web traffic numbers. How does the CMO separate fact from fiction in this big data world we are in. Today over 50% of all web traffic is generated by Bot’s which obviously does not turn into results for companies impacted. As we work with clients we have to be sensitive to the fact that we are actually getting the conversions we seek, and measuring a true ROI not just counting numbers. We need to know how to measure our results.
Bot traffic overtakes human traffic online in U.S.
Fantasy and science fiction describe a world where robots have taken over. That scenario may already have come to fruition in the online world where, according to new data released by Solve Media, there was more fraudulent bot-traffic than there was human traffic.
According to Solve Media’s latest bot report (Q3 2013), more than half (51%) of all Internet traffic in the U.S. was fraudulent, a rise of 8% on Q2 2013 and the first time that Solve’s figures have exceeded 50% and the amount of traffic generated by humans.
While that figure may sound daunting, the situation is worse in other countries across the globe. Estonia shows the highest percentage (83%) followed by Singapore (79%) and China (77%).
Proving that audiences are human is a vital criteria for marketers investing budgets in attracting real eyeballs. As CEO and co-founder of Solve Media comments, “a bot can’t buy your products or read your articles”.
“Today’s data is a wake up call for unprotected US publishers and advertisers alike – as an industry, we can no longer deny that bot traffic is eating away at the overall quality and effectiveness of our collective saleable audience. Think of it this way – a premium could be charged by publishers who commit to ensuring human verification of audiences – that level of security and guaranteed performance is where publishers should focus first as they attempt to create and sell new advertising products to brands,” said Chris Wysopal, Chief Technology Officer, Veracode and member of Solve Media’s Security Council.