9 October 2023
Last modified: 14 March, 2022
Bot traffic is the result of a bot network (or botnet). A large amount of internet traffic is generated by automated bots – and some of this non-human bot traffic is essential to everyday internet services. However, a significant proportion of bot traffic is unwelcome or intentionally malicious and is designed to replicate human activities such as clicks and impressions. This distorts site analytics, which impacts the value of publishers’ ad inventory and also results in advertisers paying for fake clicks and impressions.