Gartner Research

What Digital Advertisers Need to Know About Botnet Fraud

Published: 23 December 2013

ID: G00259917

Analyst(s): Andrew Frank


Fraud is claiming an increasing share of digital advertising revenue. This research will show digital advertisers how to protect themselves.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Botnet fraud costs digital advertisers billions of dollars a year and is growing dramatically
    • What Is Botnet Fraud?
    • Why Is It So Hard to Stop?
  • Common advertising metrics (such as impressions, clicks and traffic) make advertisers easy targets of fraud
  • The format, channel and strategy that advertisers choose determine their fraud risk

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.