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# Bot and AI traffic surge forces marketers to rethink retargeting
- URL: https://fabric.media/bot-and-ai-traffic-surge-forces-marketers-to-rethink-retargeting/
- Published: 2026-09-09T20:44:06.000Z
- Updated: 2026-09-09T20:44:06.000Z
- Description: Automated agents and bots now account for more than half of all web requests, per Cloudflare. Agencies say inflated impressions and conversions are poisoning retargeting data, pushing some clients to shift budget into social and retail media instead.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, AI, Sam Bradley, Marketers face rising bot/AI web traffic dilemma

*Signal from* [*digiday.com*](https://digiday.com/?ref=fabric.media) *·* [*Sam Bradley*](https://fabric.media/tag/by-sam-bradley/) *·* [*read the original*](https://digiday.com/media-buying/marketers-face-dilemma-around-rising-bot-and-ai-web-traffic/?ref=fabric.media)*.*