*****The following article, by Barry Levine, appears as an online article in the Analytics & Conversation section on MarketingLand’s web site and was originally published on May 3, 2017.
Barry Levine interviewed zvelo regarding its release of the Comprehensive Page-level Traffic (CPT) dataset.
zvelo complements its free bot detection with first page-level breakdown
The Denver-based anti-malware firm launches its Comprehensive Page-level Traffic service.
In January, categorization and anti-malware firm zvelo launched a bot detection service for digital advertising platforms and site publishers.
This week, 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 Bot Detection platform.
