Bots Account for the Majority of Clicks in Email

If there is one universal truth about tracking things on the internet, it’s that data is never as clean as you might expect. And vendors make a ton of money helping advertisers and publishers try to get clearer on that data. Just Google “Ad click fraud” or “Click fraud” and you’ll see half a dozen different companies “saying goodbye to click fraud.”

And the sad reality is, the same is true in email. While I won’t classify it as fraud, the data is dirtier than we might first think.