Gartner Research

What Digital Advertisers Need to Know About Botnet Fraud

Published: 23 December 2013

ID: G00259917

Analyst(s): Andrew Frank

Summary

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

Table Of Contents
  • Impacts

Analysis

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

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