Advertising : Advertising And Targeting Efficiency

1450 Words Nov 28th, 2016 6 Pages
Although programmatic advertising offers a number of advantages to advertisers striving for upgraded media buying and targeting efficiency, there are several potential detriments that come with the territory. One such apprehension is the nuisance internet bots. According to Incapsula’s 2014 Bot Traffic Report, bots represented 56 percent of all web traffic (Zeifman, 2014). Bots are computer programs that exist on the internet for various purposes, such as search engine crawling or automated chat bots (Mitroff, 2016). The software used in programmatic buying are actually bots themselves. Many of bots’ powers are used for good, but some are used for malicious purposes, such as malware and spam. All internet bots – good and bad – are constantly moving throughout the web and performing the tasks for which they were programmed. Unfortunately, they can cause problems with advertisers hoping to obtain an accurate impression count when bots are “viewing” their advertisements. An impression is a commonly used term in advertising that describes any single instance in which an advertisement is seen once by someone or displayed once on a web page (Brick Marketing, n.d.). If a digital agency boasts a high impression count and prices its spots based on that number, advertisers expect actual human beings to see their ads. Fraud becomes a problem when bots – not humans – are “viewing” the ads, skewing impression counts into misleading statistics. Another area of concern of programmatic…
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