September 2016 / Page 1marketing.scienceconsulting group, inc.

linkedin.com/in/augustinefou

ALT: “lifecycle of a media impression”

Total Human Users – 115 million

Visitors (U.S. Only) U.S. Internet – 285 million Source: eMarketer 2016 estimate

Source: Distil Networks 2015

Adblock Users– 45 million

Source: PageFair / Adobe 2015

“subtracting adblocking humans, your open exchange programmatic ads are being served to a population that is disproportionally non-human.”

Non-Human Traffic (NHT) – 60% HUMAN VISITORS – 40%

ads served

“fraud sites” “sites w/ questionable practices” “good guys”Websites

3%Invalid traffic (IVT) caught by industry lists

39%Ad blocking humans

71% 29%

Source: 59% bots Distil Networks May 2015Source: 56% bots Incapsula Dec 2014Source: 56% bots Solve Media Jan 2015