Data suggests that 45% of all internet traffic is automated, often from bots, and web scrapers including so-called “good bots.” Good bots automate tasks such as web crawling, updating sports scores and weather, and a host of other things which make the web easier to use.
Bad bots are used by bad actors and fraudsters to carry out account hijacking, web scraping, stealing financial data, DDOS attacks and draining billions in advertising spend across display, PPC, and paid social media campaigns.
Different sectors see different rates of invalid clicks specifically on paid customer acquisition campaigns, for instance 6% in education funnels, 3% in automotive demand gen campaigns and 7% invalid clicks in SaaS campaigns.