Bot traffic accounts for 21 percent of website visits

Analysis from Fraud0 indicates that approximately 21 percent of website visits are invalid due to bot traffic. This issue poses significant cost and data challenges for medium-sized enterprises that rely on digital advertising to drive growth.

Different advertising channels show varying levels of vulnerability. Paid search, such as Google ads, remains relatively clean with an average invalid traffic rate of about 6 percent. In contrast, display and programmatic advertising are much more susceptible, with invalid traffic averaging around 20 percent.