How 404bot generates fake browser data and URLs to siphon away brands’ media spend

Even as advertisers have reportedly lost more than $23 billion globally to ad fraud in 2019, bots and click fraud continue to grow apace, threatening digital advertising. Integral Ad Science (IAS), a digital ad verification company, recently posted a threat alert on 404bot, a growing bot scheme generating fake browser data and creating fabricated URLs in order to steal advertisers’ media spend.

IAS said it is triggering industry action since the bot has been siphoning away brand money since 2018, and is showing “no clear signs of being shut down”. The agency has estimated the 404bot is responsible for costing the industry upwards of $15 million — a number that continues to grow and has affected over 1.5 billion video ads.