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Sept 2017 - Ad Fraud Pricepoints Study


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This study was to test whether there were more bots at higher CPM prices. There were, but not significantly more. But there were much more bots at the very low price points of < 50 cent CPMs

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Sept 2017 - Ad Fraud Pricepoints Study

  1. 1. September 2017 / Page 0marketing.scienceconsulting group, inc. Pricepoints and Network Study KEY FINDINGS 1.The levels of bots and humans did not vary by price point (programmatic CPM); these depend more on the quality of the network (not shown: 1¢ CPMs had very high bots) 2.The highest CPM generally has more humans; sometimes bots also target this inventory. NETWORK 1 NETWORK 2 Marketing Science studied impressions at 8 different CPM price points, across multiple ad exchanges to see if there were differences in the levels of bots versus humans. There was no significant difference in bots and humans between CPM price levels; the quality mainly depended on the network (this was due to the mix of sites in the network). NETWORK 3 NETWORK 4 CPM $0.50 $1.00 $5.00 $10.00 CPM $0.10 $0.20 $0.40 $0.80 CPM $0.10 $0.20 $0.40 $0.80 NETWORK 5 NETWORK 6