The fake traffic comes from botnets that click on shady sites which have been created solely to generate false pageview impressions, gathering advertising dollars for site owners in the process. The scheme works because advertisers only pay for their ads to appear on a site, and not specifically for their ads to be seen by real people.
From the WSJ:
The fraudsters erect sites with phony traffic and collect payments from advertisers through the middlemen who aggregate space across many sites and resell the space for most Web publishers. The identities of the fraudsters are murky, and they often operate from far-flung places such as Eastern Europe, security experts say.
36% Of All Web Traffic Is Fake [shared from Weave for Windows Phone]
http://www.businessinsider.com/bots-and-fake-traffic-2014-3?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+businessinsider+%28Business+Insider%29
From the WSJ:
The fraudsters erect sites with phony traffic and collect payments from advertisers through the middlemen who aggregate space across many sites and resell the space for most Web publishers. The identities of the fraudsters are murky, and they often operate from far-flung places such as Eastern Europe, security experts say.
36% Of All Web Traffic Is Fake [shared from Weave for Windows Phone]
http://www.businessinsider.com/bots-and-fake-traffic-2014-3?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+businessinsider+%28Business+Insider%29
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