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December 11, 2014
Return of the WhiteOps: Bot Wars 2
 
The title of the article means nothing if you didn't read the first part of the series.

AdLand and the tech community knew that bots were stealing away page views (and therefore money) from advertisers and brands online for some time. Several thought that these armies of bots would be a mixture of both malicious and genteel. The WhiteOps, who partnered with the marketing community's ANA just recently released its findings after tracking 36 ANA members, and 181 online campaigns.

The results are anything but genteel.

Based off of WhiteOps' research and analysis, the advertising community is poised to lose $6.3 billion dollars to bots next year.

Though that is a small percentage in total advertising spending, that a quite the amount in digital advertising.

The report also noted that one video ad out of every four is viewed by a bot, and 11 percent of all display ads are from fake views.

And that's not just the cheap ads. Some of the premium sites are being hit too. The report included a case where 98% of the ads on a premium lifestyle site were being viewed by bots; that's a site where brands paid nearly 10 times the regular price tag to be found.

If more spending is to be done online, then this bot problem needs to be fixed, and fixed quickly.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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