Travis Lusk, VP and head of video at Collective wrote a guest column for VideoInk in the beginning of April about bot traffic. He joined us at the DigitasLBi Newfront event and furthered his analysis of this topic, elaborating on its impact on the online video space. Bot traffic challenges the marketplace especially when it comes to revenue in display and video, he noted.
Lusk also sees a major challenge in the lumping of different type of video content into one major online video bucket. He explained, ‘There’s premium long-form episodic video, which is one thing, there’s short form video, there’s YouTube, and a bunch of other things. Depending on what segment of the market you’re looking at, they are all sort of on a varying degree more susceptible to fraudulent traffic than others.”
Technology exists to identify if a video has bot traffic or legitimate hits. Lusk said, “There is a wealth of vendors starting to pop up to help solve this problem.” He advised vendors to focus on the economics of the transaction and monitor where every dollar is going.
In terms of trends, fraudulent traffic is starting grow, but it’s inconsistent. Lusk identified a big challenge, that brand advertisers are facing some of the most sophisticated and elite hackers, putting them at a severe disadvantage. Collective, as well as other companies, are focusing on trying to solve that problem.