Not exactly the good tidings of the season that Internet marketers want to hear but if you are surprised by this number then you may not truly understand the Internet.
A recent study from Solve Media puts Q3 web traffic in the US at a 51% fraudulent rate.
This quote from the CEO of Solve sets a pretty high bar for marketers that only those with deep pockets may be able to hit.
“As fraudulent web traffic in the US rises, marketers must defend their hard-fought budgets by investing with publishers that ensure their branding is being seen by actual people who can truly complete purchases,” said Ari Jacoby, CEO of Solve Media. “With a verified audience, comes the guarantee that brand marketing will be effective online. As the market size of global display spending swells to $48.2B in 2014*, it’s a clear win for both publishers and advertisers to ensure audiences are human. To that end, we will see a rapid increase in investments made to protect audience integrity, as advertisers demand secure, verified engagements.”
Bad traffic is a problem for everyone. As spammers get more savvy the rate of the bad traffic will increase as long as there is a way to monetize it.
What are you doing in 2014 to ensure your web traffic is pristine?