Stand around the ad industry’s water cooler long enough and you’re bound to hear the topic of non-human-traffic (NHT) arise. And that shouldn’t come as a surprise! Each month millions of advertising dollars are lost because of some form of this “no-count” traffic.
What is NHT?
Non-human traffic is a fraudulent practice that exists in the digital ad industry. In a nutshell, NHT is online traffic that is generated by a “bot” rather than an actual person. NHT can manifest itself in several forms, including click fraud and impression fraud. These bots cause clicks and impressions to be recorded, resulting in skewed measurements of success and fraudulent charges to the advertiserâ€”even though these clicks and impressions were not the result of human views.