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NDT.net Issue - 2018-05 - NEWS

NDT.net terminates publishing of Click Metrics

NDT.net110, Bad Breisig [Germany]
NDT.net Journal
Issue: 2018-05
About 10 years ago NDT.net launched a function that counts how many views or clicks an advertisement received. The same function was also used for articles and news. At that time it was quite easy to discriminate if the click came from Bots or humans.

Nowadays one of the biggest annoyances for us is dealing with the Bot traffic, which results from the high amount of various Bots that are surfing the internet. According to some estimates, more than half of all internet traffic is actually caused by Bots in one form or another – crawlers, spiders, rippers … some are legit tools, some not so much. We are not complaining about the google crawler, for example, search engine crawlers are an acceptable part of the Internet.

Dealing with the traffic of Bots is not the main problem for counting clicks, however, discrimination between Bots and humans is today a big problem. Especially the fact that NDT.net content is open to the public makes it impossible to evaluate reliable click numbers. A false evaluation may not happen for all articles or advertising, however, we found around 10 percent of the content can be very strongly affected by Bots, which means we would publish a click number that may be 10 times higher than real. For the non affected content we can be still be proud to see a range of 100 to 500 impressions of a news or article after the first month of publishing. Visits of exhibitors stand pages are in the range of 100 to 1000 depending on the scope of advertising and company products. Advertisers can be sure to reach their human target group and not just Bots.

For reasons of false high rates we will no longer publish click rates because we do not want to publish numbers that may be false. Also we do not want to compete with other websites that may still publish false clicks. For evaluation of an advertising with link to the advertiser's website we recommend the use of analytic tools on their website, but be aware that these numbers can be still affected by bots. We will continue to watch new solutions so that we may launch click metrics once again.


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