The document discusses the varying sophistication levels and costs of bots, categorized as simple, moderate, and sophisticated. It presents data on headless browsers, malware on devices, and cost per thousand impressions (CPMs) from multiple sources. The analysis indicates the prevalence of different types of bots in marketing contexts.

1. May 2017 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Bots range in sophistication, and therefore cost
Javascript on
page or scripts
Sophisticated (29%)Moderate (46%)Simple (25%)
Headless browsers
in data centers
Malware on humans’
devices (residential)
Less sophisticated More sophisticated
Source: AdAge/Augustine Fou, Mar 2014 Source: Forensiq Source: Augustine Fou, Oct 2015
1 cent CPMs 10 cent CPMs 1 dollar CPMs
Source: Distil Networks 2017