In the US ANA and White Ops have conducted their second study on ad bots The Bot Baseline: Fraud in Digital Advertising They predict that in the US the generation of non-human traffic an epic US$7.2bn will be lost in money spent on online ads this year.
Who then should be responsible for combatting the bot army? Of the advertisers taking part in the above mentioned study 17 per cent see themselves as the responsible party, but lay the brunt of responsibility at the feet of the middlemen, the agencies. 26 per cent thought all stakeholders had a shared responsibility to fight the fakers. FIPP