The article referenced a study called The 2015 Bot Baseline Report, that report concluded that advertisers will lose $7.2 billion in 2016.
The report breaks things down by media buys and what percentage are bots. The article goes on to look at ways advertisers can fight ad fraud.
From the article:
Released yesterday, The 2015 Bot Baseline Report estimates that advertisers around the world will lose $7.2 billion in 2016, as a result of fraudulent impressions. That number is relatively the same from last year, just a little higher to account for an increase in digital spend.
“The staggering financial losses and the lack of real, tangible progress at mitigating fraud highlights the importance of the industry’s Trustworthy Accountability Group (TAG) in fighting this war. It also underscores the need for the entire marketing ecosystem to manage their media investments with far greater discipline and control against a backdrop of increasingly sophisticated fraudsters,” says Bob Liodice, president and chief executive (CEO) of the ANA.