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What are Good Bots

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There are both good and bad bots in digital programmatic advertising. Good bots declare themselves honestly; that is, they say their name honestly in the USER_AGENT. Bad bots pretend to be normal browsers like Internet Explored, Chrome, Safari in order to evade detection.

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What are Good Bots

  1. 1. January 2017 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou What are Good Bots? Augustine Fou, PhD. acfou [at] mktsci.com 212. 203 . 7239
  2. 2. January 2017 / Page 1marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Good bots say their name honestly HTTP_USER_AGENT Mozilla/5.0 (Macintosh; Intel Mac OS X 10_10_1) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/40.0.2214.111 Safari/537.36 moatbot HTTP_USER_AGENT Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html) HTTP_USER_AGENT Mozilla/5.0 (iPhone; CPU iPhone OS 7_0 like Mac OS X) AppleWebKit/537.51.1 (KHTML, like Gecko) Version/7.0 Mobile/11A465 Safari/9537.53 (compatible; bingbot/2.0; +http://www.bing.com/bingbot.htm) HTTP_USER_AGENT Mozilla/5.0 (iPhone; CPU iPhone OS 8_1 like Mac OS X) AppleWebKit/600.1.4 (KHTML, like Gecko) Version/8.0 Mobile/12B411 Safari/600.1.4 (compatible; YandexMobileBot/3.0; +http://yandex.com/bots)
  3. 3. January 2017 / Page 2marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou … and they don’t come in large quantities 100% declared bot (orange) Time series (<0.1% of visits)
  4. 4. January 2017 / Page 3marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Googlebot honestly declares itself; small quantities 100% search bot (yellow) Time series (<0.1% of visits)
  5. 5. January 2017 / Page 4marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou About the Author January 2017 Augustine Fou, PhD. acfou@mktsci.com 212. 203 .7239
  6. 6. January 2017 / Page 5marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Dr. Augustine Fou – Independent Ad Fraud Researcher 2013 2014 Follow me on LinkedIn (click) and on Twitter @acfou (click) Further reading: http://www.slideshare.net/augustinefou/presentations https://www.linkedin.com/today/author/augustinefou 2016 2015
  7. 7. January 2017 / Page 6marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Harvard Business Review – October 2015 Excerpt: Hunting the Bots Fou, a prodigy who earned a Ph.D. from MIT at 23, belongs to the generation that witnessed the rise of digital marketers, having crafted his trade at American Express, one of the most successful American consumer brands, and at Omnicom, one of the largest global advertising agencies. Eventually stepping away from corporate life, Fou started his own practice, focusing on digital marketing fraud investigation. Fou’s experiment proved that fake traffic is unproductive traffic. The fake visitors inflated the traffic statistics but contributed nothing to conversions, which stayed steady even after the traffic plummeted (bottom chart). Fake traffic is generated by “bad-guy bots.” A bot is computer code that runs automated tasks.

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