Ad Exchanger suggests more needs to be done to detect and correct ad fraud , which is one of the biggest threats to the digital advertising industry . Fraudulent bots are identified as a key problem , distorting figures acquired by analytics companies and rendering their metrics unreliable . The bots are used in a variety of ways ; to click on websites , sending fake ads while tracking their movements , to artificially suppress advertising conversion rates , suggesting lower volumes of human traffic and in pay - per - click ads , where fraudulent bots add up rates so that they appear higher to generate increased revenue to certain ad campaigns and enhance reputations .
Ad Exchanger suggests more needs to be done to detect and correct ad fraud, which is one of the biggest threats to the digital advertising industry. Fraudulent bots are identified as a key problem, distorting figures acquired by analytics companies and rendering their metrics unreliable. The bots are used in a variety of ways; to click on ads, sending fake data while disguising their movements, to artificially suppress website conversion rates, suggesting lower volumes of human traffic and in pay-per-click ads, where fraudulent bots drive up rates so that they appear higher to boost increased revenue to certain ad campaigns and enhance reputations.