Bot traffic: here’s what we do about it
Bot traffic is a challenge for every online platform, including ours. Since we want your ads to reach as many real visitors as possible, we take measures to detect and block bots more effectively. This ensures your campaigns perform even better.
Stronger together against bots
We partner with Akamai, an expert in identifying bot traffic. This allows us to block harmful bots while allowing good bots (such as search engine bots) to pass through. Additionally, we follow the guidelines of the IAB (Interactive Advertising Bureau) to further refine our filtering of bots and invalid traffic. This way, only relevant traffic reaches your ads.
This is an ongoing process—we continuously improve our approach to stay ahead of bots.
What does this mean for your campaigns?
- Fewer impressions, but higher quality
Since invalid traffic is filtered out, the number of impressions may decrease. But don’t worry—the remaining traffic is more relevant and, therefore, more valuable. - Higher CTR and better conversion rates
You’ll notice an increase in your click-through rate (CTR) and conversion rate. Bots click on ads but rarely make purchases. Removing them means you get more value from your campaigns! - Full transparency on the impact
We closely monitor your campaign performance. Have questions? We’re always here to help.
What are bots?
Bots are automated programs that systematically browse websites. Good bots, such as those from search engines, improve discoverability. However, there are also harmful bots that send spam or attack websites.
Questions?
Want to learn more about these changes? Check out our FAQs below or contact your campaign specialist—we’re happy to assist!
FAQs
Everything about bots and your campaigns
Which experts does bol work with?
We collaborate with Akamai, a global authority in bot management. Thanks to their advanced technology, we can better detect and block bots while ensuring that real visitors can still see your ads without any issues. Additionally, we follow the guidelines of the IAB (Interactive Advertising Bureau) to continuously improve our filtering of invalid traffic.
Why are we approaching bots differently now?
Bot traffic is becoming increasingly sophisticated, constantly finding new ways to evade detection. In addition to working with Akamai, we have also developed our own internal detection methods. We continuously monitor activity on our platform and proactively identify new sources of invalid traffic. This helps us stay ahead of bots, protecting your campaigns and ensuring reliable traffic.
How does bot detection work at bol?
Most bots are blocked before they even reach our website or app. The remaining traffic is analyzed and accurately classified as human or bot. Bots are filtered out of campaign results, ensuring that only relevant and genuine interactions remain.
What is the IAB Bot and Spider List?
By following IAB guidelines, we can filter out bots and invalid traffic even more effectively. This contributes to a fairer and more transparent platform for your advertisements. Want to learn more? Check the official IAB page.
What does this mean for my campaign results?
Artificial impressions caused by bots will be removed, which may lead to fewer overall impressions. However, your click-through rate (CTR) will increase, along with your conversion rates and RoAS. As a result, your ACoS will decrease—meaning your ad budget will be spent more efficiently on real visitors.
What if my results seem different after this change?
We closely and continuously monitor the impact of these measures. In most cases, they lead to better results. Have questions or concerns? Contact your campaign specialist—we’re happy to help!