AT Q4 2015 bot report IAB
9
Online Media Quality Survey Austria - Q4 2015
-
Upload
akos-szabo -
Category
Data & Analytics
-
view
191 -
download
0
Transcript of AT Q4 2015 bot report IAB
Online Media Quality Survey Austria - Q4 2015
Online Media Quality Survey Austria - Q4 2015
MethodologyData Collector Code
monitor user origin & journey • referrers, geo, URL masking
browser corruption check • virus, malware, adware checks
monitor user interactions • bounce, time on site, scrolling, clicking, use of peripherals
MethodologyPublisher Direct
representative sample • 25 out of the top 30 Austrian digital publishers • weighted by ÖWA November-Daten
Networks & Exchanges agency trading desks, adnetworks, GDN
• 100.000 plus domains AT/cross-border
Online Media Quality Survey Austria - Q4 2015
Invalid Traffic
Publisher Direct
Networks & Exchanges
4.2%
11.1%
Overall 8.2%
(range 1-14%)
(range 5-36%)
Online Media Quality Survey Austria - Q4 2015
Publisher Direct - Insights1st tier publishers have higher invalid rates
• richer, up-to-date content = more spiders (white bots) • larger audience = more laggards • higher CPM = more robots (black bots)
1st tier publishers
2nd tier publishers
4.7%
3.3%
Online Media Quality Survey Austria - Q4 2015
Networks & Exchanges - Insights.at have less invalid traffic than .de, .com/.net
• active fraud (domain spoof, arbitrage) on .de, .com/.net • size matters (e.g. mail servers 10 plus % invalid rate)
11%
21%
.at
.com/.net
.de
6%
Online Media Quality Survey Austria - Q4 2015
Networks & Exchanges - Caseexch-news.com - abandoned site - static content - no traffic - “delivered” 414k
ad impressions to a campaign
Domain SpoofingOnline Media Quality Survey Austria - Q4 2015
Networks & Exchanges - Casefitness-kueche.de - abandoned site - static content - no traffic - “delivered” 340k
ad impressions to a campaign
Domain SpoofingOnline Media Quality Survey Austria - Q4 2015
Networks & Exchanges - Cases
Online Media Quality Survey Austria - Q4 2015
