Bot fraud will result in $6.5 billion of losses for advertisers around the world this year.
That figure was drawn from the recent "Bot Baseline 2016–2017: Fraud in Digital Advertising" study published by the Association of National Advertisers (ANA), the industry body, and White Ops, a company focusing on digital-advertising security. And, the two organizations noted, it represents a decline from $7.2 billion in 2016.
Based on online brand advertising run by 49 ANA members between October 2016 and January 2017 – a group featuring, among others, American Express, Bank of America, Coca-Cola, General Mills, Lowe's, MillerCoors, Pernod Ricard, Target, Unilever and Walmart – the report also outlined several tips about how to tackle this costly issue.
More specifically, the ANA and White Ops recommended drawing on the best practices employed by the almost 50 enterprises involved in their investigation, as these companies have "made even more substantive headway against the increasing sophistication of fraud" than the norm. "ANA participants leveraged fraud reduction strategies that drove down the incidence of fraud by almost 50%," the study said.