Why Google Really Acquired spider.io
Earlier this month, we told you about Google’s purchase of fraud-fitting evangelist company spider.io. In case you missed it, here is a link to the Weekly Update, which includes all of the details about the acquisition.
Google’s goal ongoing is to create a cleaner, more accountable web. To do this, it has to assure advertisers that their messages are actually reaching their target audiences. This makes sense because if fed up advertisers stopped running ads through Google, Google’s whole business model would fall apart. This acquisition and all of the fraud-prevention measures Google has taken from its infancy were merely steps toward driving this assurance home to the people who help float Google’s revenue boat.
In the past three years, spider.io has perfected its fraud-fitting capabilities, which help eliminate malware-driven traffic across websites. A cyber criminal can easily create this traffic by installing a TDSS robot on his victims’ computer (see video below). This robot visits and scrolls websites triggering impressions and then clicks on various ads, all while remaining invisible to the user of the infected computer. These fraudulent impressions and clicks costs display advertisers millions of dollars per month. When you couple spider.io’s perfected capabilities with Google’s history of making the Internet a better place to learn, to connect and to be entertained, this acquisition is a no brainer.
Google has said that it will immediately begin incorporating spider.io technologies in its video and display ads products, where they will compliment the company’s existing efforts. Just last year, Google turned down millions of applicants for its network because of suspected fraudulent activity. Other, previous efforts by Google’s Ad Traffic Quality Team to eliminate fraud from the web have included introducing measurement tool Active View, regularly updating algorithms that filter out invalid clicks in real time, and manually analyzing fraud cases.
It is no surprise that Google is dedicated to ridding its network of fraud, but it’s important to remember that fraud is still very rare. Google reports that less than 10% of all clicks on ads running on its network are fraudulent.
For more information about TDSS bots, watch the video courtesy of spider.io below.