Non-human traffic, often called bot traffic, is a term used to describe web activity produced by automated processes or bots rather than by human users. This category of traffic holds the potential to exert a significant influence on digital advertising initiatives, resulting in imprecise measurements, squandered ad expenditure, and distorted performance data.
Non-human traffic can emanate from diverse origins, including malicious bots simulating human actions, scrapers that compile data from websites, and even well-intentioned bots such as search engine crawlers. Both advertisers and publishers strive to discriminate between human and non-human traffic to secure the effective delivery of their ad campaigns to authentic human audiences and to yield precise insights into user interaction.
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