Not All Bots Are Trying to Rip Off Digital Advertisers

But even the 'good' ones can cost marketers plenty

It's been estimated that anywhere from 56 percent to 62 percent of Internet traffic is automated, meaning that ads routinely go unseen by actual people at a startling rate. But what has not been revealed until now is that a significant number of bots—or computerized drivers of traffic—do not set out to pillage brands.