Zvelo complements its free bot detection with first page-level breakdown

In January, categorization and anti-malware firm Zvelo launched a free bot detection service for site publishers.

Today, the Denver area-based firm announced a complementary service, which it says is the first to detect non-human traffic on a specific page, rather than at the site level.

Called the Comprehensive Page-level Traffic (CPT) dataset and priced at a monthly fee based in part on usage, it looks at each ad impression and determines how much traffic is non-human (e.g., bots) or low-quality (e.g., human-powered click farms).

It generates the traffic data via a Zvelo JavaScript tag entered into either the targeted pages or an ad. The tag also includes two customizable macros for tracking ad publishers, sources and campaigns. The reports, for either publishers or advertisers, can be integrated into other reporting tools.

Through its free detection service, a site is thus able to detect if a significant portion of its overall traffic is fraudulent. CPT then describes that traffic at a page or ad level. An Invalid Traffic Dataset service, released a few months ago, gives a breakdown of traffic sources so that an advertiser, for instance, might know and avoid the IP addresses of certain fake visitors.

Clint Ethington, CEO and cofounder of digital ad firm Genius Monkey, said in a statement accompanying today’s announcement that CPT “enabled us to stop 130 percent more ad fraud than the industry-best averages.”

Zvelo says that 50 DSPs and SSPs, representing hundreds of advertisers and publishers, are now using its Free Bot Detection platform.

Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.