According to a recent article by Advertising Age, brands are concerned that Twitter might be underestimating its bot problem.
Advertising Age wrote: "Brands remain concerned about bots, worried they might communicate with their accounts, follow them, retweet the content, and wind up costing money when advertisers pay for fake engagements. Brands make tempting targets for bots, because the brands often follow anyone that follows them, giving the bot some more touch points of legitimacy when they count top brands as contacts."
The article added: "Pixalate, an outside measurement firm, said that Twitter has a bigger bot problem than its rivals. Twitter bots accounted for 3% to 17% of traffic coming from Twitter to outside websites measured by Pixalate in June.
"Meanwhile, Facebook saw up to 3% of its traffic coming from bots, Instagram saw 4% and Pinterest saw between 2% and 9%, according to Pixalate's analysis [from] June," Advertising Age wrote.
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Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”