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Take a look at the report below: Top 20 IP addresses that came in, by the domains they visited. In one five minute span, acccuweather.com was loaded 566 times by IP address 207.12.25.89.

It's pretty clear this a is bot. Looking at the IP address it is a Verizon customer. Take a look here: 207.12.25.89. Likely scenario, some poor schmoe downloaded a free game on his Android phone and now he works for some bot scammer. Needless to say, I blocked accuweather.com and this IP address. And sadly, this bot slammed me all day long.

A few things to take away from this

  1. The exchange could care less, it let these bots slam away at my DSP all day long.
  2. You better pay attention to what the traffic looks like.
  3. If you don't do IP based frequency capping you could waste a lot of money.

While frequency capping stops this monkey business from draining your ad dollars, you are still paying for wasted bandwidth and computational resources. The SSPs need to stop enabling this.

Click here to see how to set up frequency capping.