Bot traffic is automated or non-human interactions with online content, websites, or ads. Computer programs known as bots generate these interactions rather than real human users. There are some instances where bot traffic can be useful, such as when search engine crawlers index web pages for search engines. However, in the adtech industry, bot traffic is mainly viewed as undesirable and can negatively affect advertisers and publishers.
To combat bot traffic, adtech companies employ various fraud detection and prevention techniques, such as device fingerprinting, IP filtering, user behavior analysis, and machine learning algorithms to identify and block suspicious or non-human traffic. The goal is to ensure that advertisers get value for their ad spend and that publishers can accurately measure the effectiveness of their advertising inventory.
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