New Traffic Quality Report: Advertiser Beware
The average attempted click fraud rate for the first quarter of 2010 rose to 29.2 percent, a 34-percent increase from last year’s first quarter and a slighter increase from the 25.7-percent rate reported for the final quarter of 2009, according to the Anchor Intelligence Traffic Quality Report. Traffic quality solutions provider Anchor Intelligence attributes the record attempted click fraud rate to dramatic growth in botnet scale and volume around the world – particularly in Vietnam.
In addition to the network-level rates, Anchor also reported traffic quality rates for the top 30 countries by traffic volume, and Vietnam showed the highest attempted click fraud rate at 35.4 percent. Australia had the next highest rate (35.2%), followed by the U.S. (35.0%). The majority of this traffic was the result of high-velocity botnet traffic and coordinated click fraud rings.
“As Internet usage has grown in countries lacking appropriate cybersecurity measures, more and more computers have become infected with malware and used as click fraud zombies,” said Ken Miller, CEO of Anchor Intelligence. “By releasing this report, we hope to convey the importance of advertising with ad networks and search engines that partner with third-parties such as Anchor to certify their traffic quality.”