Analysis
Information Sovereignty
Domestic and Foreign Interference? Poland Plans to Prevent Hostile TV Takeovers After Romanian Elections – QUICK TAKE
12 December 2024
It’s possible to come across disinformation in every field of life, and the consequences of that have a clear financial dimension. In the case of political fake news the consequence may be the destabilisation of the country that affects its economy. When disinformation concerns the market of publishers and advertisers, each company can measure its losses or improperly spent money. It turns out that the biggest cheaters and swindlers are bots.
Inefficiency and losses
According to the research provided by advertisers, in the case of reach campaigns the bot traffic varies from a dozen or so per cent to even 50-60 per cent. This consists of fake views, click frauds, problems with advertising attribution and ad stalking. Bots are heavily involved in all of these activities.
“We realize the scale of the bot traffic only after campaigns. We are not able to make any decisions when they are ongoing. It is a great limit in terms of optimization”- noted Paweł Lewandowski from MediaCom media house.
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