Security News > 2021 > December > Skewed analytics caused by bots damage businesses as much as ad fraud

Netacea announced results from a report that shows skewed analytics caused by bots cost businesses just as much as click fraud, despite click fraud's much bigger profile.

Ad fraud and skewed analytics caused by bots cost businesses 4% of their revenue.

The report surveyed 440 businesses across the travel, entertainment, eCommerce, financial services, and telecoms sectors in the US and the UK. It found that click fraud, or ad fraud, affected 73% of businesses and cost an average of 4% loss in revenue.

Ad fraud, where paid adverts are loaded and clicked on by bots rather than legitimate potential customers, is a phenomenon that receives far more attention than skewed analytics.

Additional findings Most businesses base at least a quarter of their marketing and other business decisions on analytics that are vulnerable to being skewed by bots.

Over half of businesses have run special promotions, ordered new stock, or "Burned through" a marketing budget because of incorrect data caused by bots.

News URL

https://www.helpnetsecurity.com/2021/12/08/skewed-analytics-bots/