Early on in the life cycle of ad production, some creative coders realized they could make a lot of money by faking the number of impressions that an ad receives. This procedure is known as ad fraud which stems from illicit traffic sourcing.
When you pay for an online ad, you assume that your affiliate is putting it in front of a real human being. Most of your metrics work with that premise – with a certain number of impressions, you'll expect a particular conversion rate.
However, when up to half of your ads are in front of bots, what are you paying for? Typically, when you're promoting a website, you source traffic from multiple channels. The thought is that, as more people see your ads, they'd be more likely to click on them. Bots change that entire dynamic.
When you buy ads from a website, they serve it to their engaged audience, and you have a chance of getting a consumer to buy your product. However, traffic brokers have caught onto this scheme. They offer a massive number of visitors in any demographic, but at a much lower cost than traditional advertisers.
The problem is that you're not buying REAL impressions. You're effectively paying affiliates and advertising platforms for bogus impressions, which won't benefit your business in the long run. Most companies aren't aware of how insidious these practices are and how much money they're wasting on traffic sourcing. Traffic sourcing can be a massive boost to a business's visibility. If left unprotected, you run the risk of being inundated by bot impressions. Their impact on your business can be deep and destructive.
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