Botwatch: IAB steps up assault on fraudulent ad traffic

Geoffrey Precourt

Seven years ago, when the Interactive Advertising Bureau (IAB) convened its first Leadership Conference, the assembly of 250 set out to define the agenda for what was just becoming a burgeoning industry.

In 2014, with more than a thousand delegates on hand in Palm Springs, California for the annual gathering, the definition remained paramount for a medium that soon may outpace television as the most effective way to attract consumers.

But, with popularity comes the potential for abuse. And throughout the three days of discussion, the topic of digital fraud remained at the top of the agenda. So pervasive was it that holding company CPXi sponsored a "Botwatch" themed cocktail party and provided graphics that identified "top bot signals": site overlap; browsing behavior; and user-agent analysis.