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Nearly 30% of ad traffic on Yandex and Opera browsers is bot-generated – finds study

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Now that the fourth quarter is underway, many advertisers are trying to spend all their ad budgets and meet their annual goals. However, a lot of them run into the problem of fraudulent traffic. This is when computer-generated bots click on ads and bring no real results.

Threat actors use these bots to replicate the activities of actual customers and fool advertisers into paying for ad traffic.

There are a variety of ways to make it seem like there is more traffic to a website than there actually is. This can be done by infecting people’s personal computers and mobile devices with malware that makes them load websites without their knowledge, or even infecting cloud services.

In order to get a clear view of the ad fraud landscape, the research company Fraudlogix looked at 42 billion ad impressions in Q2 2022, to determine how severe the problem of non-human or bot traffic is.

The research found that, on average, what 21% of traffic advertisers pay for is generated by computers and scripts instead of real people.

The study found that certain browsers send more fraudulent traffic than others. For example, the Russia-based Yandex browser sends through the highest illegitimate traffic. Nearly 1 in 3 ad impressions coming across Yandex were from non-human sources.

fraudulent traffic

Opera is one of the browsers that is often used to generate fraudulent traffic. More than 26.3% of ad traffic coming through Opera’s search engine was labeled as “non-human”.

Google Chrome (19.5%), Apple Safari (19.1%), and Microsoft Edge (17.9%) are also similar in terms of the percentage of fraudulent traffic.

The most favorable browser to target your ads is Mozilla Firefox as 13.5% of traffic coming through it was bot-generated.

Bots can take traffic from any browser, but it’s important to know which browsers have the most fraudulent traffic. This way, you can save money by targeting ads towards specific browsers or working with an ad-fraud prevention company. Marketers must monitor key performance metrics, work with reputable publishers, and avoid being swayed by low-cost ad traffic.

Get more info here.

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