Bots costing advertisers millions through fake pageview numbers

Technology is making advertising more efficient but also allowing fraudulent sites to exploit the system

Is the business end of your company advertising on the Internet? Actually, that’s a ludicrous question—just about everybody advertises on the Internet in some form these days. So that means everyone, from members the business sector to their legal allies, should watch out. Some scammers have figured out a way to inflate pageviews, meaning companies are paying to reach eyeballs that don’t actually exist.

Instead, thousands of websites are relying on “bots” to drive up numbers artificially. Bots are computer-generated visitors that look like humans surfing the Internet. In some cases, these bots account for the vast majority of visits to a website. The site operators then turn over these inflated numbers to advertising middlemen or clients, looking for advertising dollars.

Assistant Editor

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Zach Warren

Zach Warren is Assistant Editor of InsideCounsel magazine, where he oversees online content submissions and administers InsideCounsel's enewsletters. Zach specializes in new media and multimedia...

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