Retargeting fraud
Retargeting typically attracts higher CPMs than regular display advertising. This means if a bad actor is able to generate a fake engagement on retargeting campaigns, they can steal a higher payout.
To do this, bad actors either generate fake clicks so when a user organically reengages they get the credit, or they use programmed bots to visit and engage with a website in a way that resembles the behaviour of a real and interested user. When the bots abandon carts or navigate away without converting, they appear to be high-value users and enter the websites’ retargeting lists. This fake audience of bots is then retargeted with advertising, generating revenue for the traffic source despite no legitimate advertising engagement.
To do this, bad actors either generate fake clicks so when a user organically reengages they get the credit, or they use programmed bots to visit and engage with a website in a way that resembles the behaviour of a real and interested user. When the bots abandon carts or navigate away without converting, they appear to be high-value users and enter the websites’ retargeting lists. This fake audience of bots is then retargeted with advertising, generating revenue for the traffic source despite no legitimate advertising engagement.
Updated on: 24/05/2024
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