StubHub (an eBay company), headquartered in San Francisco, California, was founded in 2000 with the mission to help fans find fun. As one of the world’s largest ticket marketplaces, StubHub enable fans to buy and sell tens of thousands of tickets, whenever they want, through desktop and mobile experiences, including apps for iPhone, iPad, Apple Watch and Android.
Bad bots were wreaking havoc on StubHub’s business. Competitors were scraping pricing information and inventory data, customer accounts were taken over by cyber thieves, and bot requests doubled the load on the site causing downtime and skewed analytics.
Competitor Price Scraping
“Competitive data mining for ticket prices and inventory information was a constant threat.”
As an online ticket marketplace, StubHub exposes proprietary information on its website. Unaffiliated actors go to great lengths to scrape this information, so they can turnaround and sell it to other large ticket brokers or repost it on their own web properties.
How Does Price Scraping Affect eCommerce?
If you own an eCommerce site, your website is your business. Competitors use bots to scrape pricing, content, and inventory data. The data shows up on competitor sites improving their page rank, luring your customers away, and costing you revenue.
“Imperva Bot Management helped us greatly reduce transaction fraud and account takeovers.”
StubHub accounts have a lot of value to cyber thieves because of the ease and velocity of purchasing and selling tickets on its platform. The problem is exacerbated by the general availability of stolen login information and password reuse, which gives thieves access to accounts.
Advanced Persistent Bots (APBs)
“Until recently, bots were fairly unsophisticated. People used cURL or some other non browser based tools to just mine a lot of data off our site. That has morphed into browser-based plugins, Selenium, dejaclick—things like that.”
Am I Protected if I Use a WAF?
WAFs can’t stop APBs, which makeup nearly 90% of all bad bot traffic. Stopping APBs requires advanced fingerprinting technology, behavioral analysis, machine learning, and dynamic access controls. If you are just using a WAF, you’re still an easy target for APBs.
Skewed Conversion Tracking
“The number of conversions were greatly deflated because of bad bot traffic. Now that we’re filtering bad bot traffic out, we’re able to see what the real data is and make decisions based on real visitors.”
As an ecommerce company, StubHub relies on accurate site conversion (number of unique visitors vs. number of people that buy) data to run its business. However, half of StubHub’s page views were coming from bad bots, which skewed analytics and lowered conversion rates.
How Do Bots Impact Conversion Tracking?
APBs have gotten so human-like they even trick analytics tools into counting them as visitors. Because these bots create traffic, but aren’t actual customers, they skew the data that goes into your funnel reporting.
Recapturing the Economics Impact of Bad Bots
Automated attackers have an impact on the top and bottom lines of online businesses. Their actions add costs to operations, cause data breaches and with them compliance penalties, interrupt current revenue streams, and interfere with future revenue potential. In order to quantify the economic impact of bad bots, Imperva worked with research and analyst firm The Aberdeen Group to identify and quantify several bot related issues that affect most online businesses including:
- Over provisioning of website infrastructure (which is wasted on bad bots).
- Wasted web marketing spend and skewed KPI data.
- The cost of data breaches.
- Website slowdowns and downtime due to bot activity.
- Fraudulent online transactions such as account take over and theft.