26 September 2024
Last modified: 15 March, 2022
Retargeting fraud takes advantage of the premium price advertisers pay for retargeting, i.e. ads targeted at people who have already visited their website.
Bots are programmed to imitate human behaviour – for example, by visiting product pages or filling a shopping basket. The advertiser’s retargeting campaign settings then instruct the ad server to deliver more ads to this fake ‘lead’, wasting impressions and budget.