![Marketers' Familiarity With Dark Traffic [CHART]](https://trends.e-strategyblog.com/wp-content/uploads/2016/09/Marketers-Familiarity-With-Dark-Traffic.gif "Chart - Marketers' Familiarity With Dark Traffic")
Sometimes publishers realize they won’t fulfill an audience requirement and resort to purchasing traffic from third parties. It’s a concept that has many US marketers scratching their heads. According to research, more than a third say they aren’t familiar with sourced traffic.
In April 2016, the Association of National Advertisers (ANA) polled 134 client-side marketers about the concept of sourced traffic, or traffic sourcing, in the US. According to the data, 34% of respondents—also ANA members—said they were not at all familiar with sourced traffic. Meanwhile, 19% said they were very or extremely familiar. Read the rest at eMarketer.
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