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Human or Bot: How to Identify what's behind your Web Traffic?
Bots have long fueled the fundamental foundation of current internet functioning, such as search engine crawlers, online analytics reporting scrapers, and automated customer care chats. All of these are examples of "good" bots that aid in cor
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CIO Applications | Monday, June 21, 2021

Bots have long fueled the fundamental foundation of current internet functioning, such as search engine crawlers, online analytics reporting scrapers, and automated customer care chats. All of these are examples of "good" bots that aid in corporate operations.
FREMONT, CA: As a marketer, how would one respond if they discovered that the money one spends on digital advertising each year isn't creating any human engagement at all but is instead attracting artificial bots? And what if one discovered that 40.8 percent of visitors to their website or campaign landing pages last year did not come from a human customer?
Unfortunately, this is an unpleasant reality for many businesses. Human traffic on websites declined by 5.7 percent in 2020, but automated "bad bot" traffic increased to record levels. This tendency is not only a source of concern for IT administrators and security specialists, but it also costs advertisers money year after year.
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Bots have long fueled the fundamental foundation of current internet functioning, such as search engine crawlers, online analytics reporting scrapers, and automated customer care chats. All of these are examples of "good" bots that aid in corporate operations.
However, there is another type of bot that is more difficult to identify and stop while closely resembling human behavior. These advanced bad bots are designed to perform price scraping, content scraping, account creation, account takeover, fraud, denial of service, scalping, and inventory denial. The worry for marketers is that some of these bots assist one's competitors in scraping pricing and product information in order to stay one step ahead. At worst, bot activity can jeopardize one's company's data security strategy and intellectual property.
Human or Bot: How to Identify?
Bots can pose as human users, complete with an IP address, header data, and other distinguishing characteristics. This makes distinguishing between human and bot traffic difficult. While banning specific IP addresses or entire IP ranges may appear to be an efficient solution, it is time-consuming and labor-intensive. It is also not a solution to the escalating bot problem. Bots can cycle through hundreds or thousands of IP addresses at once, allowing them to re-associate with another IP address after being blacklisted.
The ideal answer is to provide obstacles with varying degrees of complexity, making it more difficult for automated bots to avoid defenses. Because certain actions are impossible for a bot to perform but straightforward for a human to perform, it manages the problem with the least amount of friction for a valid user.
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