The study analyzed ad impressions across two networks at various CPM price points and found no significant difference in the levels of bots versus humans, with quality mainly determined by the network. Higher CPMs had more humans but also more bots, and viewability was consistent across price points, depending on the network. The report advises avoiding inventory priced below 50¢ due to high fraud rates.

1. September 2017 / Page 0marketing.scienceconsulting group, inc.
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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 has more humans, but it also has more bots in Network 2
3. There was NO difference in viewability across price points; it depends on the network
NETWORK 1 NETWORK 2
$0.50
$1.00
$5.00
$10.00
Humans (dark blue) vs Bots (dark red) by CPM
58% average 45% average
Viewability (desktop vs mobile)
Marketing Science studied impressions at 4 different CPM price points, across two ad
networks to see if there were differences in the levels of bots versus humans. There was
no significant difference; the quality depended on the network. But definitely stay away
from super low cost inventory – i.e. less than 50¢. It’s mostly fraud and bots, as expected.