The Bot Baseline: Fraud in Digital Advertising
In 2014, White Ops and the Association of National Advertisers (ANA) partnered to release the 2014 Bot Baseline report, considered by many to be the seminal report on advertising fraud. The 2014 study helped provide the industry with a better understanding of the impact of fraud on the online advertising ecosystem and provided a series of action steps to help stakeholders reduce fraud.
In 2015, White Ops and the ANA worked together again to repeat the study, this time with a larger group of participants: 49 advertisers versus 36 in 2014. These participants deployed White Ops detection tags on their digital advertising to measure bot fraud, or non-human traffic. Data was collected over 61 days from August 1 to September 30, 2015. All participants received proprietary information on their buys.