How Bot Detection Enhances Marketing Campaign Accuracy and Safeguards Ad Spends In USA

There is a need for a full-funnel ad fraud detection tool to provide omnichannel protection against general and sophisticated invalid traffic i.e. GIVT & SIVT. An additional brand safety layer of protection helps to boost campaign performance. To guarantee the success of digital marketing efforts, the traffic validation tools should provide coverage across app, web, OTT, and CTV ecosystems.

Let’s understand how bot detection works, why it is so important in marketing campaigns, the technologies involved, and how we help organizations overcome the risks of ad fraud in the bot-driven world and enhance marketing analytics accuracy.

Device Fingerprinting

Device fingerprinting helps track and identify unique devices across the internet. Each time a particular device accesses a website or clicks on an advertisement, a unique “fingerprint” can be created with various signals and device attributes. This technique is driven by AI & ML algorithms to analyze data and identify anomalies that pinpoint bot traffic in real time. Sophisticated bots are largely identified at down-the-funnel (i.e. clicks, visits, leads, or sales) metrics. The General IVTs are identified at the pre-bid impression stage.

Behavioral Analysis

Human users do not exhibit predictable patterns, but the behaviors are predictable in the case of bots. Behavioral analysis tracks user interactions to detect unusual activities. One of the most common types is mouse movement. Bots tend to have straight-line patterns vis-a-vis a random pattern in the case of real humans. For any traffic validation tool, behavioral checks should feed into the overall ad fraud checks.