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Short for “robot,” a bot is an automated software program built to carry out a specific task that most people would find too repetitive or time-consuming. Fraudulent bots usually mimic normal activity such as clicking an ad, placing items in shopping carts, commenting on social media, or filling out a form. Bot fraud usually involves the use of bot farms or large collectives of bots that act in unison usually referred to as a botnet.
Malware is malicious software installed on an unsuspecting user's computer, either desktop or mobile, that is designed to mimic a real user to perform tasks that steal advertising dollars. Tasks like viewing or clicking on ads, watching videos, filling in forms, and other unsavory activity unbeknownst to the user.
Human fraud is the hardest form of ad fraud to detect as it relies on a network of humans, instead of using bots or malware, to interact with ads and create false transactions. Because actual humans are interacting with the ads, there are no obvious signs that can differentiate normal traffic from human fraud.
IVT comes in a few different forms, including General Invalid Traffic, or GIVT. GIVT refers to bots, crawlers, spiders, or any of the kind of non-human traffic typically routed from a data center IP address. GIVT can also apply to activity-based filtration or browsers that pre-render pages. Most of the time, GIVT is easy to identify and exclude from results.
You’re getting a lot of clicks, but you aren’t getting many conversions.
Your best-performing campaigns are suddenly generating little to no ROI.
You’re getting a lot of traffic on unexpected pages of your website, like your privacy policy.
Your campaigns have extremely high bounce rates.
Your leads are confused why you’re calling - they never filled out a form.
You’ve put together a great campaign, but nobody is engaging.
You notice a lot of traffic originating from unfamiliar sources.
Your visitors' time on site is extremely low.
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