Increasingly, digital ad viewers aren’t human. A study done last year in conjunction with the Association of National Advertisers embedded billions of digital ads with code designed to determine who or what was seeing them. Eleven percent of display ads and almost a quarter of video ads were “viewed” by software, not people. According to the ANA study, which was conducted by the security firm White Ops and is titled The Bot Baseline: Fraud In Digital Advertising, fake traffic will cost advertisers $6.3 billion this year. ... Fake traffic has become a commodity. There’s malware for generating it and brokers who sell it. Some companies pay for it intentionally, some accidentally, and some prefer not to ask where their traffic comes from. It’s given rise to an industry of countermeasures, which inspire counter-countermeasures. ... All a budding media mogul—whether a website operator or a traffic supplier—has to do to make money is arbitrage: Buy low, sell high. The art is making the fake traffic look real, often by sprucing up websites with just enough content to make them appear authentic. Programmatic ad-buying systems don’t necessarily differentiate between real users and bots, or between websites with fresh, original work, and Potemkin sites camouflaged with stock photos and cut-and-paste articles.
For the members of Congress, who in 2002 provided almost $4 billion to modernize voting technology through the Help America Vote Act, or HAVA—Congress’s response to Bush v. Gore—this probably wasn’t the result they had in mind. But voting by computer has been a technological answer in search of a problem. Those World War II-era pull-lever voting machines may not have been the most elegant of contraptions, but they were easy to use and didn’t crash. Georgia, which in 2002 set out to be an early national model for the transition to computerized voting, shows the unintended consequences. It spent $54 million in HAVA funding to buy 20,000 touchscreen voting machines from Diebold, standardizing its technology across the state. Today, the machines are past their expected life span of 10 years. (With no federal funding in sight, Georgia doesn’t expect to be able to replace those machines until 2020.) The vote tabulators are certified to run only on Windows 2000, which Microsoft stopped supporting six years ago. To support the older operating system, the state had to hire a contractor to custom-build 100 servers—which, of course, are more vulnerable to hacking because they can no longer get current security updates. ... The voting technology business, after a frenetic decade of mergers, acquisitions, and renamings, is dominated by just a few companies: Election Systems & Software, or ES&S, and Dominion Voting Systems are the largest. Neither has much in common with the giants of computing. Apple, Dell, IBM, and HP have all steered clear of the sector, which generates, according to an analysis by Harvard professor Stephen Ansolabehere, about $300 million in annual revenue. For context, Apple generates about $300 million in revenue every 12 hours.