BOT FLAG #2 -- DATA CENTER IP ADDRESSES
The most common way of identifying the physical location of a website visitor is by analyzing their ip address. To see an example, open up a web browser, and go to
https://whatismyipaddress.com. It should return your ip address and your physical location.
If you click on the map, you'll receive additional details gleaned from your ip, such as your ISP, and your connection type. My example is below--I am using a residential IP address from Verizon, the most popular Internet and phone carrier in the US. I’ve blocked any sign of my actual IP address because I don’t want to get hacked.
This is exactly how it should be--you visit a page with your normal IP address, and the website owner will believe that you are a normal website visitor. And so will the advertisers buying the ad space.
There is nothing suspicious here, nor should there be. But do a search for the ip address 18.223.106.225...
You'll see the ISP for that IP is Amazon.com. Amazon, and other cloud service providers such as Microsoft, Google, among others, own entire blocks of IP addresses they use to connect their remote servers to the Internet.
Nearly all bot users / manufacturers use cloud service companies to run their bots--cloud providers have "five nines" uptime, ultra-fast Internet that’s 400 MBPS or better and have multiple operating systems available. One can deploy multiple instances of a bot across dozens of computers instantly and send visits to a website. For an example of this in action, see this video:
While not every visitor from a data center IP address is a bot,
nearly all bots come from data center IPs. Thus, 100% of data center IP addresses that visit a website and load an ad will be flagged as a bot or invalid traffic. The makers of this video would get flagged for every visit and if it were a real site, it would get blacklisted from the exchanges within days if this is where most of their traffic came from.
So if you’re buying traffic, and seeing it come in from a data center IP address such as AWS, Microsoft, Google, DigitalOcean, or any other cloud provider, it’s bot traffic and it will get flagged. Likewise, if you’re visiting a site, and using a highly anonymous proxy from a data center IP, or surfing through a data center VPN, this will also get flagged.
If you want to know in real time what IP addresses belong to what ISP / ASN there are dozens of api services where you send an IP address via a get request, and the API will send you back a JSON response with the ISP / ASN, geographic location and other parameters. ipstack.com and ipapi.co are two services that I’ve used and they work fine.
I've attached some data from my own tracking pixel below:
Cogent Communications is a provider of dedicated servers which are often used for scraping and VPNs. Those two visits would be flagged as data center traffic as well.
