What does that mean?

►When ads are not seen, it means ads are not visible to the user but still generated impressions (and sometimes clicks).

►We use the term “viewability” to describe whether the ad was viewable.

►When ads are seen by non-human traffic (i.e. bots), fake traffic generates impressions and clicks.

►In both cases, the impressions are not real.

►Advertisers are paying for fraudulent impressions.

►The World Federation of Advertisers (WFA) predicts that ad fraud could cost advertisers USD$50bn by 2025.

“How does this occur?”
►There are two types of traffic: human traffic and non-human traffic.

“Ad Fraud by Human Traffic”
►When the impressions are generated by human traffic but are invisible to the intended users, this can sometimes be a fraudulent impression.

“Ad Fraud by Non-Human Traffic”
►The majority of fake impressions and clicks are generated by non-human traffic called “bots.”
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