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Forrester Best Practices Report
Determine Trustworthy Business Traffic From AI Agents, Bots, and Scrapers to Get Marketing and Security Right
Forrester Research, Inc., 2026
Recent Forrester research reveals how bots, scrapers, and AI agents distort attribution, waste ad spend, and create blind spots across teams — and outlines how to align marketing and security around what actually drives revenue.
Why This Matters
A growing share of your traffic isn't human anymore.
Some of it is helpful. Some of it is harmful. Most of it looks the same in your dashboards.
Without a shared view, decisions drift and budgets follow the wrong signals.
What Marketing Sees
Growth and campaign performance — automated traffic inflates the metrics campaigns are judged on.
What Security Sees
Automation and abuse — the same traffic marketing counts as demand shows up as risk to be blocked.
What You'll Get From the Report
A collaboration blueprint to optimize automated business traffic.
One of the most useful parts of the report is a simple, shared model. Five areas that teams need to align on:
How you define different types of traffic
How you detect and classify it
How you measure it
How you respond to it
How you govern it over time
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