Navigating Bot Traffic in Digital Advertising

This chapter explores the intricacies of bot traffic, distinguishing between sophisticated invalid traffic (SIVT) and general invalid traffic (GIVT). It addresses the challenges of identifying and blocking these bots, highlighting shortcomings in current detection strategies used by advertisers. The discussion also emphasizes the need for more effective solutions and the skepticism surrounding pre-bid vs. post-bid mitigation approaches in the ad tech landscape.