Many US Marketers Are in the Dark About Traffic Sourcing - eMarketer

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Many US Marketers Are in the Dark About Traffic Sourcing

Most don’t know if it’s included in their media buys

June 16, 2016

Sometimes publishers realize they won’t fulfill an audience requirement and resort to purchasing traffic from third parties. It’s a concept that has many US marketers scratching their heads. According to research, more than a third say they aren't familiar with sourced traffic.

Level of Familiarity with the Concept of Sourced Traffic* Among US Client-Side Marketers, April 2016 (% of respondents)

In April 2016, the Association of National Advertisers (ANA) polled 134 client-side marketers about the concept of sourced traffic, or traffic sourcing, in the US.

According to the data, 34% of respondents—also ANA members—said they were not at all familiar with sourced traffic. Meanwhile, 19% said they were very or extremely familiar.

But perhaps more interestingly, the majority (54%) of those surveyed, said weren’t sure if any of their digital media buys included some form of traffic sourcing.

US Client-Side Marketers Whose Digital Media Buys Include Sourced Traffic*, April 2016 (% of respondents)

While many advertisers use traffic sourcing to fulfill visitor quotas, the practice can allow inroads for fraud and cybercrime. And issues like click fraud and bot traffic are very concerning for brand marketers and media agencies these days. The majority of respondents to a May 2016 MyersBizNet study said these were their top worries.

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