Digital media is growing at a breathtaking pace. With publishers investing tons of money in pushing more likes, shares, and views, it is no doubt that content can positively impact a company’s growth.

One of the challenges that publishers encounter is the non-human traffic(NHT). NHT is an integral part of the web. However, its presence can directly affect a publisher. The growth of NHT has been unprecedented in the past 6-7 years. According to Interactive Advertising Bureau, it also cost publishers $8.2 billion each year.

Non-human traffic is inevitable

As we already mentioned, the non-human traffic is growing at a breathtaking pace. For publishers, it means revenue loss. However, not all of the publishers are knowledgeable when it comes to the damage that the non-human traffic does to their media campaign. The study done by Marketing lands in 2016 found out that not many publishers are inclined towards working to eradicate NHT. The lack of knowledge and acknowledgment means that non-human traffic is the number one challenge that publishers need to work around. Until and unless the real threat can be gauged, publishers will not take any steps to eradicate the issue.

Metrics are not true

The overall metrics might look amazing, but they are not true for most of the publishers out there. NHT in success metrics can be a dangerous thing as it brings short-term success and doesn’t look at the long term performance effects. The real impact is seen in the campaign ROI calculations which may slow down over a long period.

Identifying bots

Bots are automated applications that do tasks assigned to them. They form the majority of the non-human traffic and are a big nuisance to publishers. Bots are also claimed to generate half of the online traffic which means that they are going to stay in future. However, not all bots are bad. Some bots are needed to do automated task. Google bot, for example, crawls a website so that it can rank it in their search engine. But, some bots are malicious. They may crawl sites for scraping and inflate the numbers by good numbers. To overcome the issue, publishers need to have advanced tools at their disposal and have proper means to identify bots compared to human traffic.

Fraud increase

As publishers are not keen to identify and eliminate non-human traffic, the amount of fraud is increasing. They are paying more in cases where few people are visiting the website.

Solution

So, what is the solution? The solution is to look at the problem differently. Until now, publishers and websites are only using the approach to identify and ban bots. But, that’s not optimal as bots are getting more advanced when it comes to mimic humans. The potential solution comes from the CEO of Are You a Human, Ben Trenda. He is currently using an approach which identified humans and whitelists them. This will automatically ban all the bots or at least be more efficient than the other way around.
So, what do you think about the non-human traffic? Comment below and let us know. We are listening.


About the Author

Rajesh is a Principal, Technology and solutions at Asentech. He has more than 20 years of experience in providing solutions in various domains such as healthcare, pharma, insurance, energy and Engineering. Rajesh is a skilled business and technology strategies with a focus on envisioning and implementing innovative solutions in healthcare and pharma domains.
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