2015 Bot Baseline FRAUD IN DIGITAL ADVERTISING JANUARY 2016 ANA | WHITE OPS, INC.2015 BOT BASELINE STUDY2 Table of Contents ANA & WHITE OPS2015 BOT BASELINE REPORT About White Ops, Inc. White Ops is the leading provider of cyber-security services for the detection and prevention of sophisticated bot and malware fraud. Unlike traditional approaches that employ statistical analysis, simple blacklisting, or static signatures, White Ops effectively combats criminal activity by actually differentiating between robotic and human interaction within online advertising and publishing, enterprise business networks, e-commerce transactions, fnancial systems, and more, allowing organizations to remove and prevent fraudulent traffc and activity. By working with customers to cut off sources of bad Internet traffc, White Ops makes bot and malware fraud unproftable and unsustainable for the cyber-criminals — an economic strategy that will eventually eradicate this type of fraud. About the ANA The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, the ANA’s membership includes nearly 700 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA also includes the Business Marketing Association (BMA) and the Brand Activation Association (BAA), which operate as divisions of the ANA, and the Advertising Educational Foundation, which is an ANA subsidiary. The ANA advances the interests of marketers and promotes and protects the well-being of the marketing community. Foreword: Closing the Proft Windows of Bots ........4 I. Executive Summary .......5 II. Detailed Findings ...........8 1. Once Again, No Advertiser Was immune to Bots ..9 2. Bot Impacts Ranged from $250,000 to $42 Million9 3. The Majority of Returning Participants Did Not Improve .10 4. Bots Continue to Evade Detection and Create High Costs .........12 5. Bot Operators Continue to Hide Bot Traffc Among Humans ......17 6. Bots Get In When Targeted Audiences Do Not Meet Demand ....20 7. Bots Use Complex Techniques to Increase Profts..........24 8. Mobile: An Emerging Frontier ......28 9. Being Aware and Involved Reduces Fraud Exposure .....30 III. Recommendations .....33 1. Action Plan for All Stakeholders...34 2. Action Plan for Buyers .....35 3. Action Plan for Publishers, Platforms, and Exchanges ...37 IV. Appendix .........38 A. Methodology .......39 B. Illustrative Terms and Conditions 40 C. Glossary ..41 ANA | WHITE OPS, INC.2015 BOT BASELINE STUDY3 Special Thanks to the Following ANA Member Company Participants
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