{ "id": "510fba58-2eab-4669-8fcf-651d07ac2be4", "slug": "ref/web/blog-bizspring-co-kr/온라인-광고의-신뢰성-에-대한-talk-bizspring-blog", "doc_type": "ref", "title": "[온라인 광고의 신뢰성]에 대한 TALK - BizSpring BLOG", "title_en": null, "one_liner": "[온라인 광고의 신뢰성]에 대한 TALK 2014년 04월 11일 2022년 04월 27일 활용 방법/사례 최근 구글GDN, 신규리마케팅 등 온라인광고 VS. 로그분석서비스의 데이터 차이 와 관련하여 LOGGER™로 검증요청 하시는 경우가 많습니다. 이와 관련하여 간략히 설명드", "summary_bullets": [ "온라인 광고매체는 '클릭(Click)' 단위로, LOGGER™는 '방문(Session)' 단위로 데이터를 수집해 두 수치 간 차이가 발생한다는 점을 설명한다.", "한 사람이 짧은 시간에 광고를 여러 번 클릭하면 광고매체는 클릭 횟수대로, LOGGER™는 1회 방문으로 집계해 차이가 커진다.", "광고 클릭 후 사이트 도달 전 창을 닫는 등 세션이 생성되지 않는 경우가 상당히 많다는 테스트 결과를 제시한다.", "2014년 이데일리 보도를 인용해 미국 온라인 광고 트래픽의 36%가 실제 사용자가 아닌 사기 트래픽이라는 IAB 조사 결과를 소개한다." ], "body_md": "# [온라인 광고의 신뢰성]에 대한 TALK\n\n2014년 04월 11일 2022년 04월 27일\n활용 방법/사례\n\n최근 구글GDN, 신규리마케팅 등\n온라인광고 VS. 로그분석서비스의 데이터 차이\n\n와 관련하여 LOGGER™로 검증요청 하시는 경우가 많습니다.\n이와 관련하여 간략히 설명드리고자 합니다.\n\n광고매체와 로그분석서비스는 각각이 수집하는 기준이 다릅니다.\n\n– 광고매체의 수집단위 – 클릭(Click)\n– LOGGER™의 수집단위 – 방문(Session)\n\n“클릭(Click)”과 “방문(Session)”를 수치 로 비교하게 되면 큰 차이가 납니다.\n– “클릭(Click)”은 말그대로 클릭횟수,\n– “방문(Session)”은 내 사이트에 안정적으로 도달하여 Session이 만들어진 방문자수\n입니다.\n\n한 사람이 단시간 내 광고를 여러 번 클릭하게되면,\n광고매체는 클릭한 횟수만큼 리포팅하고,\n로그분석서비스에서는 1로 리포팅하게 됩니다.\n\n \n\n또한, 고객의 요청을 뿌리칠 수 없는 LOGGER™가\n할 수 있는 방법을 총 동원하여 테스트해 본 결과,\n광고를 클릭했지만 내 사이트에 도달하기 전에 창을 닫는 등\nSession이 만들어지지 않는 변수가 상당히 큰 것으로 확인 되었습니다.\n\n<리마케팅광고 테스트 결과지의 일부분>\n①빨간색부분 : 클릭수 정보는 수집되었으나, 방문Session이 만들어 지지 않는 IP\n②노란색부분 : 클릭수 정보 수집 후 내 사이트 도착하여 방문Session이 만들어진 IP\n\n \n\n이에 광고주님은 딜레마에 빠지셨으며, 참고가 될 만한 보도기사가 나와 스크랩했습니다.\n\n———————————————————————————————————————–\n\n[이데일리] 온라인 광고 위기..트래픽 3분의 1이 `사기`\n( 2014.03.25 | 김유성 기자 )\n\nIAB, 웹 트래픽중 36%가 실제 사용자 아닌 사기\n온라인 광고 신뢰성 저하 우려돼\n\n[이데일리 김유성 기자] TV, 신문 등 전통 매체의 광고 시장을 빠르게 잠식해 나가던 온라인 광고가 ‘사기 트래픽’ 문제로 골머리를 앓고 있다. 실제 소비자가 아닌 악성 코드, 로봇 프로그램으로 유발된 트래픽이 온라인 광고주 부담을 늘리고 있기 때문이다.\n\n월스트리트저널(WSJ) 아시아판은 25일 온라인 광고 시장이 사기 트래픽으로 신뢰성의 위기에 직면했다고 보도했다. 미국 인터넷광고협의회(IAB)는 미국내 웹 트래픽중 36%는 실제 사용자가 아닌 해킹된 PC나 로봇 프로그램에 의해 발생한다고 추정했다.\n\n트래픽은 웹 방문자가 요청한 정보를 웹 서버가 제공하면서 발생하는 데이터량을 뜻한다. 트래픽이 많다는 얘기는 그만큼 방문자가 많다는 뜻이다. 온라인 마케터들은 광고 효과를 가늠하기 위해 트래픽 양이나 방문자 수를 중요 자료로 참고한다.\n\n트래픽 사기꾼들은 이 점을 역이용한다. 유입 트래픽 양에 비례해 광고비가 집행되기 때문에 고의로 클릭 수를 늘리고 있다. 이들은 실제 사용자가 클릭하고 사이트를 방문하는 것처럼 로봇 프로그램을 꾸민다. 다른 사용자 컴퓨터에 악성코드를 침투시켜 대량의 트래픽을 유발하기도 한다.\n\n온라인 마케터들은 사기 트래픽이 업계 전반에 퍼져 있다고 지적했다. 이들은 온라인 광고에 대한 중요성이 커지면서 섣불리 광고를 중단할 수 없는 노릇이라고 입을 모은다.\n\n최근 사기 트래픽으로 피해를 본 화장품 업체 로레알의 미국 디지털 마케팅 담당 록산느 바레토 부사장은 “(디지털 시대에) 온라인 광고에 대한 지출 감소는 우리가 원하는 소비자를 접촉할 기회를 잃게 만든다”고 말했다.\n\n피해 규모도 커지고 있다. 사기 트래픽 탐지 전문 업체 화이트 옵스는 지난해 미국에서 사기 온라인 광고 피해액이 60억달러(약 6조5000억원) 어치가 된다고 추산했다. 지난해 소셜미디어와 모바일을 포함한 온라인 광고 시장 규모가 약 430억달러인 점을 감안하면 적지 않은 규모다.\n\nIT업계 전문 출판업체 지프 데이비스의 비벡 샤 CEO는 “현 상황은 (온라인 광고의) 위기”라고 강조했다.\n\n지난해 미국의 소셜미디어 모바일 광고 규모는 전년 대비 17% 늘어난 500억달러가 될 예정이다. 이는 미국 전체 광고 소비 시장의 28% 수준이다. 5년전에는 16%에 불과했다.\n\nhttp://www.edaily.co.kr/news/NewsRead.edy?SCD=JH21&DCD=A00804&newsid=02902806606026928\n\n———————————————————————————————————————–\n\n \n\n## 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https://blog.bizspring.co.kr/%ed%99%9c%ec%9a%a9-%eb%b0%a9%eb%b2%95-%ec%82%ac%eb%a1%80/%ec%98%a8%eb%9d%bc%ec%9d%b8-%ea%b4%91%ea%b3%a0%ec%9d%98-%ec%8b%a0%eb%a2%b0%ec%84%b1%ec%97%90-%eb%8c%80%ed%95%9c-talk/", "related_slugs": [], "faq": [ { "a": "둘 다 틀린 것이 아니라 수집 기준이 다릅니다. 광고매체는 클릭 횟수를 집계하고, LOGGER™는 실제 사이트에 세션이 만들어진 방문수를 집계하기 때문에 차이가 발생합니다.", "q": "광고매체 리포트 수치와 LOGGER™ 로그분석 수치가 다른데 어느 쪽이 틀린 건가요?" }, { "a": "한 사람이 짧은 시간 안에 광고를 여러 번 클릭하면 광고매체는 그 횟수만큼 기록하지만 LOGGER™는 1회 방문으로 처리합니다. 또한 클릭 후 사이트 도달 전에 창을 닫는 등 세션 자체가 생성되지 않는 경우도 많습니다.", "q": "왜 클릭수보다 방문수가 훨씬 적게 나오나요?" }, { "a": "빨간색은 클릭수 정보는 수집됐지만 방문 세션이 만들어지지 않은 IP를, 노란색은 클릭 후 실제로 사이트에 도착해 방문 세션이 만들어진 IP를 나타냅니다.", "q": "테스트 결과지에서 빨간색과 노란색은 무엇을 의미하나요?" }, { "a": "본문에는 2014년 이데일리 보도가 인용되어 있으며, 미국 인터넷광고협의회(IAB)가 웹 트래픽의 36%를 실제 사용자가 아닌 사기 트래픽으로 추정했다는 내용을 소개하고 있습니다.", "q": "온라인 광고 트래픽의 신뢰성 문제에 대한 근거 자료가 있나요?" } ], "jsonld": null, "keywords": [], "source_id": "https://blog.bizspring.co.kr/%ed%99%9c%ec%9a%a9-%eb%b0%a9%eb%b2%95-%ec%82%ac%eb%a1%80/%ec%98%a8%eb%9d%bc%ec%9d%b8-%ea%b4%91%ea%b3%a0%ec%9d%98-%ec%8b%a0%eb%a2%b0%ec%84%b1%ec%97%90-%eb%8c%80%ed%95%9c-talk/", "video_url": null, "duration_sec": null, "thumbnail_url": null, "image_url": null, "caption": null, "solution_slug": null, "captured_at": null, "width": null, "height": null, "created_at": "2026-09-12T16:11:57.420702+00:00", "updated_at": "2026-09-12T16:11:57.420702+00:00", "visibility": "public", "source_stage": "1", "anonymized": true, "source_key": "web-blog", "origin": "ingest", "locked": false, "locked_by": null, "locked_at": null, "gate_state": { "g1": { "hits": [], "pass": true }, "g2": { "pass": true, "total": 70, "issues": [ "소제목이 3개 미만이라 발췌 단위가 없습니다" ], "applies": true }, "g3": { "pass": true, "required": false }, "stage": "1", "decided_at": "2026-09-12T16:11:56.647Z" }, "raw_id": "37a0de51-5119-4fc5-bc39-d96814a22747", "search_text": "[온라인 광고의 신뢰성]에 대한 TALK - BizSpring BLOG [온라인 광고의 신뢰성]에 대한 TALK 2014년 04월 11일 2022년 04월 27일 활용 방법/사례 최근 구글GDN, 신규리마케팅 등 온라인광고 VS. 로그분석서비스의 데이터 차이 와 관련하여 LOGGER™로 검증요청 하시는 경우가 많습니다. 이와 관련하여 간략히 설명드 # [온라인 광고의 신뢰성]에 대한 TALK\n\n2014년 04월 11일 2022년 04월 27일\n활용 방법/사례\n\n최근 구글GDN, 신규리마케팅 등\n온라인광고 VS. 로그분석서비스의 데이터 차이\n\n와 관련하여 LOGGER™로 검증요청 하시는 경우가 많습니다.\n이와 관련하여 간략히 설명드리고자 합니다.\n\n광고매체와 로그분석서비스는 각각이 수집하는 기준이 다릅니다.\n\n– 광고매체의 수집단위 – 클릭(Click)\n– LOGGER™의 수집단위 – 방문(Session)\n\n“클릭(Click)”과 “방문(Session)”를 수치 로 비교하게 되면 큰 차이가 납니다.\n– “클릭(Click)”은 말그대로 클릭횟수,\n– “방문(Session)”은 내 사이트에 안정적으로 도달하여 Session이 만들어진 방문자수\n입니다.\n\n한 사람이 단시간 내 광고를 여러 번 클릭하게되면,\n광고매체는 클릭한 횟수만큼 리포팅하고,\n로그분석서비스에서는 1로 리포팅하게 됩니다.\n\n \n\n또한, 고객의 요청을 뿌리칠 수 없는 LOGGER™가\n할 수 있는 방법을 총 동원하여 테스트해 본 결과,\n광고를 클릭했지만 내 사이트에 도달하기 전에 창을 닫는 등\nSession이 만들어지지 않는 변수가 상당히 큰 것으로 확인 되었습니다.\n\n<리마케팅광고 테스트 결과지의 일부분>\n①빨간색부분 : 클릭수 정보는 수집되었으나, 방문Session이 만들어 지지 않는 IP\n②노란색부분 : 클릭수 정보 수집 후 내 사이트 도착하여 방문Session이 만들어진 IP\n\n \n\n이에 광고주님은 딜레마에 빠지셨으며, 참고가 될 만한 보도기사가 나와 스크랩했습니다.\n\n———————————————————————————————————————–\n\n[이데일리] 온라인 광고 위기..트래픽 3분의 1이 `사기`\n( 2014.03.25 | 김유성 기자 )\n\nIAB, 웹 트래픽중 36%가 실제 사용자 아닌 사기\n온라인 광고 신뢰성 저하 우려돼\n\n[이데일리 김유성 기자] TV, 신문 등 전통 매체의 광고 시장을 빠르게 잠식해 나가던 온라인 광고가 ‘사기 트래픽’ 문제로 골머리를 앓고 있다. 실제 소비자가 아닌 악성 코드, 로봇 프로그램으로 유발된 트래픽이 온라인 광고주 부담을 늘리고 있기 때문이다.\n\n월스트리트저널(WSJ) 아시아판은 25일 온라인 광고 시장이 사기 트래픽으로 신뢰성의 위기에 직면했다고 보도했다. 미국 인터넷광고협의회(IAB)는 미국내 웹 트래픽중 36%는 실제 사용자가 아닌 해킹된 PC나 로봇 프로그램에 의해 발생한다고 추정했다.\n\n트래픽은 웹 방문자가 요청한 정보를 웹 서버가 제공하면서 발생하는 데이터량을 뜻한다. 트래픽이 많다는 얘기는 그만큼 방문자가 많다는 뜻이다. 온라인 마케터들은 광고 효과를 가늠하기 위해 트래픽 양이나 방문자 수를 중요 자료로 참고한다.\n\n트래픽 사기꾼들은 이 점을 역이용한다. 유입 트래픽 양에 비례해 광고비가 집행되기 때문에 고의로 클릭 수를 늘리고 있다. 이들은 실제 사용자가 클릭하고 사이트를 방문하는 것처럼 로봇 프로그램을 꾸민다. 다른 사용자 컴퓨터에 악성코드를 침투시켜 대량의 트래픽을 유발하기도 한다.\n\n온라인 마케터들은 사기 트래픽이 업계 전반에 퍼져 있다고 지적했다. 이들은 온라인 광고에 대한 중요성이 커지면서 섣불리 광고를 중단할 수 없는 노릇이라고 입을 모은다.\n\n최근 사기 트래픽으로 피해를 본 화장품 업체 로레알의 미국 디지털 마케팅 담당 록산느 바레토 부사장은 “(디지털 시대에) 온라인 광고에 대한 지출 감소는 우리가 원하는 소비자를 접촉할 기회를 잃게 만든다”고 말했다.\n\n피해 규모도 커지고 있다. 사기 트래픽 탐지 전문 업체 화이트 옵스는 지난해 미국에서 사기 온라인 광고 피해액이 60억달러(약 6조5000억원) 어치가 된다고 추산했다. 지난해 소셜미디어와 모바일을 포함한 온라인 광고 시장 규모가 약 430억달러인 점을 감안하면 적지 않은 규모다.\n\nIT업계 전문 출판업체 지프 데이비스의 비벡 샤 CEO는 “현 상황은 (온라인 광고의) 위기”라고 강조했다.\n\n지난해 미국의 소셜미디어 모바일 광고 규모는 전년 대비 17% 늘어난 500억달러가 될 예정이다. 이는 미국 전체 광고 소비 시장의 28% 수준이다. 5년전에는 16%에 불과했다.\n\nhttp://www.edaily.co.kr/news/NewsRead.edy?SCD=JH21&DCD=A00804&newsid=02902806606026928\n\n———————————————————————————————————————–\n\n \n\n## Related Posts via Categories\n\n콘텐츠가 답인 걸 모르는 사람은 없습니다 — 문제는 지속입니다\nGEO를 위한 글쓰기를 위한 작은 노하우\n사이트 주소만 넣으면, 진단은 알아서 시작됩니다\n콘텐츠런처로 하나의 원고를 여러 채널에 발행하기\nAI가 추천하는 쇼핑몰이 되는 법: 카페24 셀러를 위한 GEO Care\n병·의원 전용 AI 검색 최적화 서비스, GEO Care for Clinic이란?\nGEO vs SEO, 무엇이 다를까요? 2026년 AI 검색 시대 마케팅 전략 완전 정리\n디자인 시스템을 AI가 읽을 수 있게 만드는 과정\n국내 쇼핑몰에 GA4보다 로거(LOGGER)가 더 잘 맞는 이유가 있을까?\n정보를 정리했더니, AI가 우리를 이해하기 시작했다\n\n다음에 대해 검색하기...\n\n최신 글 둘러보기\n\n기존 SEO와 무엇이 같고 무엇이 다른가\n\n콘텐츠가 답인 걸 모르는 사람은 없습니다 — 문제는 지속입니다\n\n광고비를 늘리지 않고 매출을 늘린 회사들은 무엇을 했나\n\n코호트로 비교하면 광고 예산 판단이 달라집니다\n\nGEO를 위한 글쓰기를 위한 작은 노하우\n\n(해외동향) 광고주가 광고플랫폼 리포트에서 자체 측정으로 옮겨가고 있다.\n\n구글애즈가 정확검색·구문검색 키워드까지 AI 모드에 노출하기 시작했다 — 자동화 상품 없이 AI 답변 화면에 들어가는 첫 실험\n\nAI가 React 앱을 직접 디버깅 – Agent 기반 디버깅\n\nChatGPT 광고가 픽셀·전환 API·맞춤 오디언스를 갖췄다 — 답변 화면이 측정 가능한 광고 매체가 되는 순간\n\n마케팅 자동화, 무엇부터 자동화해야 할까?\n\n출처: https://blog.bizspring.co.kr/%ed%99%9c%ec%9a%a9-%eb%b0%a9%eb%b2%95-%ec%82%ac%eb%a1%80/%ec%98%a8%eb%9d%bc%ec%9d%b8-%ea%b4%91%ea%b3%a0%ec%9d%98-%ec%8b%a0%eb%a2%b0%ec%84%b1%ec%97%90-%eb%8c%80%ed%95%9c-talk/", "embedding": 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