Sulvo includes botscore on UTM reports, where does this come from and what does it mean?
Publishers use UTM reporting to determine the effectiveness of campaigns. Botscore can be used as another metric to determine effectiveness and to compare traffic sources. The measurement system in place is provided by Cloudflare, one of the largest DNS providers in the world. It is estimated that Cloudflare powers over half of the entire internet's DNS requests, so they see a very large amount of the entire internet's traffic.
Botscore is not connected to any auction mechanism and not passed to the buyers, it is for publisher information only (buyers, however, may use their own scoring methods).
Translating botscore:
The botscore column on UTM reports shows the "confidence level" of human traffic from that campaign. The higher the score the better. A bot score of 100 means traffic is "very likely human", a bot score of 0 means traffic is "very likely bot." There is not a good score, bad score, or threshold. Rather, this score should be used as one of the metrics in comparing your campaign results.
For example, if you have a botscore of "60":
This score does not mean that you have 40% bot traffic from that campaign. It means that the aggregated/average "likelihood" of bot traffic is estimated to be about 40%.
Whether "60" is an acceptable score for you depends on how if compares to other campaign scores and other metrics.
You can read more about Sulvo's collaboration with Cloudflare here: https://www.cloudflare.com/case-studies/sulvo-bots-management-advertising-integrity/