Nieman Foundation at Harvard
HOME
          
LATEST STORY
How The Washington Post built — and will be building on — its “Knowledge Map” feature
ABOUT                    SUBSCRIBE
Oct. 2, 2013, 1:27 p.m.
LINK: online.wsj.com  ➚   |   Posted by: Caroline O'Donovan   |   October 2, 2013

“Unique visitors” aren’t always that unique. Sometimes, they’re not even visitors — at least of the human variety. A story in The Wall Street Journal looks at what happens marketers end up buying ad space on websites that turn out to be visited only by robots.

While some scammers create stand-alone operations, others devise sprawling empires. In one case, the White Ops technology uncovered a zombie-populated lifestyle network, with hundreds of connected sites, including bodybuildingfaq.com, financestalk.com, and abctraveling.com. No one at the sites could be reached for comment.

In some scenarios, legitimate websites inadvertently set themselves up for botnet invasions when they hire companies to help boost their traffic. That can involve building audiences through methods such as paid keyword-search advertising with search engines.

White Ops discovered that more than 30% of the visitors to the education portal Education.com were robots. In the past month the site received about four million unique views, according to Quantcast.

A spokesman for Education.com said it was aware of the bot-traffic and that it had likely come from an initiative in the summer to boost its audience numbers. Education.com had bought traffic from a variety of legitimate sources, including search engines, to lure in new subscribers, as well as users “who would perform well for advertisers.”

“We shut down the program,” the spokesman said.

Show tags Show comments / Leave a comment
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
How The Washington Post built — and will be building on — its “Knowledge Map” feature
The Post is looking to create a database of “supplements” — categorized pieces of text and graphics that help give context around complicated news topics — and add it as a contextual layer across lots of different Post stories.
How 7 news organizations are using Slack to work better and differently
Here’s how Fusion, Vox, Quartz, Slate, the AP, The Times of London, and Thought Catalog are using Slack for workflow — and which features they wish the platform would add.
The New York Times built a robot to help make article tagging easier
Developed by the Times R&D lab, the Editor tool scans text to suggest article tags in real time. But the automatic tagging system won’t be moving into the newsroom soon.
What to read next
1119
tweets
New Pew data: More Americans are getting news on Facebook and Twitter
A new study from the Pew Research Center and Knight Foundation finds that more Americans of all ages, races, genders, education levels, and incomes are using Twitter and Facebook to consume news.
701Newsonomics: The halving of America’s daily newsrooms
If you’re lucky enough to have the right deep-pocketed owner buy your paper and steady it, you’ve won the lottery. If you’re in a town whose paper is owned by the better chains, or committed local ownership, your loss will probably be mitigated. Otherwise, you’re out of luck.
575How 7 news organizations are using Slack to work better and differently
Here’s how Fusion, Vox, Quartz, Slate, the AP, The Times of London, and Thought Catalog are using Slack for workflow — and which features they wish the platform would add.
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Hacks/Hackers
SF Appeal
ProPublica
Sacramento Press
The Times of London
The Daily Beast
Bloomberg Businessweek
Newsday
BBC News
ESPN
GateHouse Media
The Daily Voice