Web audience fraud?

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(Cross-posted to Market-L and to Media Planning)

Friends;

Recent news reports note that web site audience impressions 
may be overstated by 5 to 40% or more because some 
impressions are generated by robots and other automated 
agents, which cause an impression or page load to be logged 
when no actual human has an opportunity to see an ad.

It is not necessarily deliberate on the part of sites, since most 
of these impression come from outside 'bots, although it is 
possible to use 'bots to rig audiences.

Third party web site audits can and do detect these "non-
qualfying" impressions, but do the sites report adjusted 
impressions based on eliminating the bogus impressions?

Have any of you questioned impressions you bought or 
adjusted impression you sold due to this issue?

Has anyone had the issue come up in an advertising 
transaction?

What does anyone think about it?

Abby

Abbott Wool
Principal, Abbott Wool Media / Marketing, LLC
Multicultural, Hispanic and Interactive Communications
awool@awool.com     http://www.awool.com
(516) 295-1342      Fax(516) 295-5370
Publisher, Advertising Media Internet Center http://www.amic.com

Visit http://www.amic.com, the hot site for media professionals.
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• Previous message: Max Nomad : "Re: Mail digest "