By using “bot blocking” technology, Flipboard claims it has less than 1% non-human traffic on its platform significantly less than most websites which average 52% bot traffic, according to the 2016 Bot Traffic Report by cybersecurity firm, Incapsula. The company is also depending on cloud applications and ad tech analytics to make sure the content from its advertisers and publishers is being read by real people, rather than non-human bots sneaking in from automated browsers and search engine spiders.
To reverse this backlash, Flipboard is using artificial intelligence and machine learning to deepen its analysis of popular news themes, and relying on human curators to tell the difference between a legitimate breaking news story and anecdotal analysis. For example, consumer products giant Procter & Gamble cut its digital advertising budget by $140 million earlier this year, citing fake traffic driven by bots and having its ads placed next to fake or otherwise objectionable content, according to industry trade publication Adweek Much like fake news has driven a wedge between publishers and their audiences, the specter of fake traffic-readership numbers inflated by bots-has caused a crisis of confidence among advertisers toward publishers. Flipboard is depending on cloud applications and ad tech analytics to make sure the content from its advertisers and publishers is being read by real people.
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