Distil buys Are You a Human, launches free bot detection plug-in for Google Analytics
And the San Francisco-based Distil is now launching a free bot detection plug-in for Google Analytics, called Distil Bot Discovery, based in part on Human’s acquired tech. Deal terms were not made public.
The companies said that the new plug-in is the first of its kind for Google Analytics. Distil CEO and co-founder Rami Essaid told me that Analytics’ current bot detection is “terrible,” since it relies on the Interactive Advertising Bureau’s slow-moving list of bots and spiders. Distil estimates that Google’s bot filtering catches less than 1 percent of bot traffic on most sites.
Instead, the Distil plug-in employs Are You a Human’s methods for separating carbon-based life forms from silicon-based imitations, using machine learning to detect biometric patterns in mouse activity and scrolling, as well as looking at browsers, devices and other factors for clues. The plug-in also includes Distil’s machine learning-based analysis of user profiles and behavior, browsers, and other indications.
The plug-in shows which channels, forms and pages are hit the hardest by bots and can filter out bot actions in A/B testing.
Distil also offers an annual report on bots. Based in San Francisco, with offices in several other cities, the company will add Human’s Detroit headquarters as another office. Human’s tech and brand will become part of Distil’s.