{"id":301153,"date":"2021-01-19T05:00:00","date_gmt":"2021-01-19T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/it-takes-a-bot-to-catch-a-bot\/"},"modified":"2023-07-27T08:02:56","modified_gmt":"2023-07-27T08:02:56","slug":"it-takes-a-bot-to-catch-a-bot","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/","title":{"rendered":"It takes a bot to catch a bot"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-126471 size-medium\" src=\"\/wp-content\/uploads\/2021\/01\/theodor-eilertsen-photography-xPAX2Mg1bYo-unsplash-760x506.jpg\" alt=\"media trends\" width=\"760\" height=\"506\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><em>This article was originally published in <a href=\"http:\/\/Alongside its early challenges and uncertainty around digital ad spend, 2020 has been a big year for digital advertising as the pandemic forced businesses and consumers moved online. City A.M. spoke with Mayfair-based Nick Morley, EMEA Managing Director at online ad verification giant Integral Ad Science, which analyses the value of digital advertising placements. UK recovery 2020 was a record year for online content consumption, but also a rise in hate speech and misinformation. \u201cCombined with privacy concerns and the deprecation of third-party cookies, advertisers have had to adapt and innovate like never before,\u201d Morley said. Nevertheless, he stressed that a rapid rise in digital content consumption, healthy growth in digital video usage, advancement for contextual targeting and a shift towards brand suitability, are positive signs for the digital advertising industry. \u201cAlongside its challenges, 2020 has proven to be a year of innovation for digital advertising as we witnessed changes that may be measured in years were instead measured in months,\u201d Morley argued. \u201cIn 2021, the UK recovery will accelerate and benefit from ad spend that migrated from other channels and strength in e-commerce.\u201d Finding the right approach One thing IAS does is to verify the quality of digital ad placements for brands and advertisers. In other words, it provides the technology that allows advertisers to block ads from appearing next to unsafe content and towards suitable content online. \u201cSo when questions around keyword blocking and coronavirus were raised in 2020, we saw 77 per cent drop in \u201ccoronavirus\u201d-related keyword blocking from mid-March to May in the UK. This is due to the industry\u2019s quick response, education, and access to contextual technology that allowed advertisers to not over block on news content, if that makes sense,\u201d Morley said. He expects this trend to continue this year and by combining brand safety and brand suitability activities, advertisers can avoid inappropriate content and also proactively target suitable content, ultimately supporting high quality journalism. \u201cThis year, it\u2019s essential that brands prioritise taking a prescriptive approach to keyword blocking, moving away from blanket approaches and towards optimising digital ad investments,\u201d Morley explained. \u201cThe focus on targeting towards suitable content, as opposed to blocking against unsafe content, will grow to be the new normal.\u201d Digital video growth In 2020, work-from-home orders fuelled usage of social media, streaming platforms, digital video and smart devices. \u201cEveryone is guilty of having scrolled continuously through social feeds and binged watched their favourite TV shows.\u201d Morley laughs. He shares the results of a recent IAS survey among global digital advertising experts, 88 per cent expect the shift in ad spend from satellite linear TV to digital video such as streaming platforms will only accelerate in 2021. \u201cAdvertisers are going to be spending more on digital video than ever before as the format emerges to become a major avenue for online advertising campaigns,\u201d Morley said. The biggest drivers for this are audience migration and consumer viewing habits, alongside its ability to provide advertisers with enhanced targeting and richer data insights. Contextual targeting Morley suggests we should imagine reading an article about a cruise ship accident, and seeing an advert for a cruise ship sale beside it. The ad, although related to cruising, is out of place. \u201cAnd that\u2019s the consensus of UK audiences,\u201d Morley said firmly. \u201cThe content that people consume, the shows people like or dislike, have a big part to play in the ads that appear alongside it. Beyond this, advertisers are now able to target consumers based on the emotion or contextual relevance of content.\u201d This contextual analysis uses artificial intelligence and machine learning to analyse the content of web pages \u201cat a cognitive semantic level, Morley explained. \u201cIt can tell us, for example, that advertising cruise ship sales on a page related to a cruise ship accident, is not the relevant context.\u201d \u201cIt\u2019s a big game changer in a world where third-party cookies [the bit of code that tracks our online movement] will be made obsolete by Google this year,\u201d he said, adding that this presents a welcomed opportunity. \u201cContextual targeting will achieve scale for advertisers in 2021,\u201d he said. \u201cThis need will be particularly prevalent in Europe, where GDPR, privacy concerns and the phase-out from third-party cookies continues to limit the data available for audience targeting. Unlike cookies, contextual data analyses the content of a page and so is full-proof in a world without third-party cookies.\u201d But advertisers go further as that\u2019s not the only type of data or information that can be gathered from a page. \u201cIn addition, sentiment analysis, providing the ability for brands to target based on negative or positive emotions will grow as it allows the industry to build more intelligent solutions,\u201d Morley noted. Takes a bot to catch a bot Finally, he mentioned that increased adoption and innovation may push platforms forward, but also creates challenges around ad fraud. For example, IAS defines a successful ad impression as one that is viewable by a real person in a safe and suitable environment, and all of this should happen within the desired geography of a campaign. \u201cA big trend that we\u2019re seeing is that malicious bots and fraudsters are being programmed to appear as human as possible, intentionally watching videos online, or clicking on ads,\u201d Morley said, adding that this leads to an increased need for the use of sophisticated tools and software, in order to detect these bots. \u201cIn the modern fraud landscape, it takes a bot to catch a bot,\u201d he noted, stressing that advertisers can no longer solely rely solely on humans or human rules to try to stop a scalable machine-driven threat. \u201cIn 2021, using a machine learning-driven approach that learns about unknown threats will become critical,\u201d Morley concluded.\" target=\"_blank\" rel=\"noopener noreferrer\">CityAM<\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Alongside its early challenges and uncertainty around digital ad spend, 2020 has been a big year for digital advertising as the pandemic forced businesses and consumers moved online.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">City A.M.\u00a0 <\/span><\/i><span style=\"font-weight: 400;\">spoke with Mayfair-based Nick Morley, EMEA Managing Director at online ad verification giant Integral Ad Science, which analyses the value of digital advertising placements.<\/span><\/p>\n<h2><b>UK recovery<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">2020 was a record year for online content consumption, but also a rise in hate speech and misinformation. \u201cCombined with privacy concerns and the deprecation of third-party cookies, advertisers have had to adapt and innovate like never before,\u201d Morley said.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nevertheless, he stressed that a rapid rise in digital content consumption, healthy growth in digital video usage, advancement for contextual targeting and a shift towards brand suitability, are positive signs for the digital advertising industry.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAlongside its challenges, 2020 has proven to be a year of innovation for digital advertising as we witnessed changes that may be measured in years were instead measured in months,\u201d Morley argued. \u201cIn 2021, the UK recovery will accelerate and benefit from ad spend that migrated from other channels and strength in e-commerce.\u201d<\/span><\/p>\n<h2><b>Finding the right approach<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">One thing IAS does is to verify the quality of digital ad placements for brands and advertisers. In other words, it provides the technology that allows advertisers to block ads from appearing next to unsafe content and towards suitable content online.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cSo when questions around keyword blocking and coronavirus were raised in 2020, we saw 77 percent drop in \u201ccoronavirus\u201d-related keyword blocking from mid-March to May in the UK. This is due to the industry\u2019s quick response, education, and access to contextual technology that allowed advertisers to not over block on news content if that makes sense,\u201d Morley said.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He expects this trend to continue this year and by combining brand safety and brand suitability activities, advertisers can avoid inappropriate content and also proactively target suitable content, ultimately supporting high quality journalism.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThis year, it\u2019s essential that brands prioritise taking a prescriptive approach to keyword blocking, moving away from blanket approaches and towards optimising digital ad investments,\u201d Morley explained. \u201cThe focus on targeting towards suitable content, as opposed to blocking against unsafe content, will grow to be the new normal.\u201d<\/span><\/p>\n<h2><b>Digital video growth<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In 2020, work-from-home orders fuelled usage of social media, streaming platforms, digital video and smart devices. \u201cEveryone is guilty of having scrolled continuously through social feeds and binged watched their favourite TV shows.\u201d Morley laughs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He shares the results of a recent IAS survey among global digital advertising experts, 88 percent expect the shift in ad spend from satellite linear TV to digital video such as streaming platforms will only accelerate in 2021.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAdvertisers are going to be spending more on digital video than ever before as the format emerges to become a major avenue for online advertising campaigns,\u201d Morley said.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The biggest drivers for this are audience migration and consumer viewing habits, alongside its ability to provide advertisers with enhanced targeting and richer data insights.<\/span><\/p>\n<h2><b>Contextual targeting<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Morley suggests we should imagine reading an article about a cruise ship accident, and seeing an advert for a cruise ship sale beside it. The ad, although related to cruising, is out of place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAnd that\u2019s the consensus of UK audiences,\u201d Morley said firmly. \u201cThe content that people consume, the shows people like or dislike, have a big part to play in the ads that appear alongside it. Beyond this, advertisers are now able to target consumers based on the emotion or contextual relevance of content.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This contextual analysis uses artificial intelligence and machine learning to analyse the content of web pages \u201cat a cognitive semantic level, Morley explained. \u201cIt can tell us, for example, that advertising cruise ship sales on a page related to a cruise ship accident, is not the relevant context.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIt\u2019s a big game changer in a world where third-party cookies [the bit of code that tracks our online movement] will be made obsolete by Google this year,\u201d he said, adding that this presents a welcomed opportunity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cContextual targeting will achieve scale for advertisers in 2021,\u201d he said. \u201cThis need will be particularly prevalent in Europe, where GDPR, privacy concerns and the phase-out from third-party cookies continues to limit the data available for audience targeting. Unlike cookies, contextual data analyses the content of a page and so is full-proof in a world without third-party cookies.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But advertisers go further as that\u2019s not the only type of data or information that can be gathered from a page.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIn addition, sentiment analysis, providing the ability for brands to target based on negative or positive emotions will grow as it allows the industry to build more intelligent solutions,\u201d Morley noted.<\/span><\/p>\n<h2><b>Takes a bot to catch a bot<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Finally, he mentioned that increased adoption and innovation may push platforms forward, but also creates challenges around ad fraud. For example, IAS defines a successful ad impression as one that is viewable by a real person in a safe and suitable environment, and all of this should happen within the desired geography of a campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cA big trend that we\u2019re seeing is that malicious bots and fraudsters are being programmed to appear as human as possible, intentionally watching videos online, or clicking on ads,\u201d\u00a0 Morley said, adding that this leads to an increased need for the use of sophisticated tools and software, in order to detect these bots.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIn the modern fraud landscape, it takes a bot to catch a bot,\u201d he noted, stressing that advertisers can no longer solely rely solely on humans or human rules to try to stop a scalable machine-driven threat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIn 2021, using a machine learning-driven approach that learns about unknown threats will become critical,\u201d Morley concluded.<\/span><\/p>\n<p>&nbsp;<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; This article was originally published in CityAM Alongside its early challenges and uncertainty around digital ad spend, 2020 has been a big year for digital advertising as the pandemic forced businesses and consumers moved online. City A.M.\u00a0 spoke with&#8230;<\/p>\n","protected":false},"author":1,"featured_media":295999,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[295,290],"tags":[],"class_list":["post-301153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-fraud-uk","category-insights-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>It takes a bot to catch a bot - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"It takes a bot to catch a bot\" \/>\n<meta property=\"og:description\" content=\"&nbsp; This article was originally published in CityAM Alongside its early challenges and uncertainty around digital ad spend, 2020 has been a big year for digital advertising as the pandemic forced businesses and consumers moved online. City A.M.\u00a0 spoke with...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-19T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-27T08:02:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/theodor-eilertsen-photography-xPAX2Mg1bYo-unsplash-scaled-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1703\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/it-takes-a-bot-to-catch-a-bot\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/it-takes-a-bot-to-catch-a-bot\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"It takes a bot to catch a bot\",\"datePublished\":\"2021-01-19T05:00:00+00:00\",\"dateModified\":\"2023-07-27T08:02:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/it-takes-a-bot-to-catch-a-bot\\\/\"},\"wordCount\":963,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/it-takes-a-bot-to-catch-a-bot\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/theodor-eilertsen-photography-xPAX2Mg1bYo-unsplash-scaled-1.jpg\",\"articleSection\":[\"Ad Fraud\",\"Insights\"],\"inLanguage\":\"en-gb\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/it-takes-a-bot-to-catch-a-bot\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/it-takes-a-bot-to-catch-a-bot\\\/\",\"name\":\"It takes a bot to catch a bot - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/it-takes-a-bot-to-catch-a-bot\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/it-takes-a-bot-to-catch-a-bot\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/theodor-eilertsen-photography-xPAX2Mg1bYo-unsplash-scaled-1.jpg\",\"datePublished\":\"2021-01-19T05:00:00+00:00\",\"dateModified\":\"2023-07-27T08:02:56+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/it-takes-a-bot-to-catch-a-bot\\\/#breadcrumb\"},\"inLanguage\":\"en-gb\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/it-takes-a-bot-to-catch-a-bot\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/it-takes-a-bot-to-catch-a-bot\\\/#primaryimage\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/theodor-eilertsen-photography-xPAX2Mg1bYo-unsplash-scaled-1.jpg\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/theodor-eilertsen-photography-xPAX2Mg1bYo-unsplash-scaled-1.jpg\",\"width\":2560,\"height\":1703},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/it-takes-a-bot-to-catch-a-bot\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/integralads.com\\\/uk\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"It takes a bot to catch a bot\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/integralads.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-gb\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/integralads\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\",\"name\":\"IAS TEAM\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"caption\":\"IAS TEAM\"},\"description\":\"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.\",\"sameAs\":[\"https:\\\/\\\/integralads.com\"],\"jobTitle\":\"TEST\",\"url\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/author\\\/ias2023\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"It takes a bot to catch a bot - Integral Ad Science","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/","og_locale":"en_US","og_type":"article","og_title":"It takes a bot to catch a bot","og_description":"&nbsp; This article was originally published in CityAM Alongside its early challenges and uncertainty around digital ad spend, 2020 has been a big year for digital advertising as the pandemic forced businesses and consumers moved online. City A.M.\u00a0 spoke with...","og_url":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/","og_site_name":"Integral Ad Science","article_published_time":"2021-01-19T05:00:00+00:00","article_modified_time":"2023-07-27T08:02:56+00:00","og_image":[{"width":2560,"height":1703,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/theodor-eilertsen-photography-xPAX2Mg1bYo-unsplash-scaled-1.jpg","type":"image\/jpeg"}],"author":"IAS TEAM","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"IAS TEAM","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/#article","isPartOf":{"@id":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/"},"author":{"name":"IAS TEAM","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399"},"headline":"It takes a bot to catch a bot","datePublished":"2021-01-19T05:00:00+00:00","dateModified":"2023-07-27T08:02:56+00:00","mainEntityOfPage":{"@id":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/"},"wordCount":963,"publisher":{"@id":"https:\/\/integralads.com\/#organization"},"image":{"@id":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/theodor-eilertsen-photography-xPAX2Mg1bYo-unsplash-scaled-1.jpg","articleSection":["Ad Fraud","Insights"],"inLanguage":"en-gb"},{"@type":"WebPage","@id":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/","url":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/","name":"It takes a bot to catch a bot - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/theodor-eilertsen-photography-xPAX2Mg1bYo-unsplash-scaled-1.jpg","datePublished":"2021-01-19T05:00:00+00:00","dateModified":"2023-07-27T08:02:56+00:00","breadcrumb":{"@id":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/#breadcrumb"},"inLanguage":"en-gb","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/"]}]},{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/theodor-eilertsen-photography-xPAX2Mg1bYo-unsplash-scaled-1.jpg","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/theodor-eilertsen-photography-xPAX2Mg1bYo-unsplash-scaled-1.jpg","width":2560,"height":1703},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/uk\/insider\/it-takes-a-bot-to-catch-a-bot\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/uk\/"},{"@type":"ListItem","position":2,"name":"It takes a bot to catch a bot"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-gb"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]},{"@type":"Person","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399","name":"IAS TEAM","image":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","caption":"IAS TEAM"},"description":"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.","sameAs":["https:\/\/integralads.com"],"jobTitle":"TEST","url":"https:\/\/integralads.com\/uk\/insider\/author\/ias2023\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts\/301153","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/comments?post=301153"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts\/301153\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media\/295999"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media?parent=301153"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/categories?post=301153"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/tags?post=301153"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}