RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : December 31, 2013

Report: 55 million visitors verified as human

Most people who log on to websites are human; at least, that is what most businesses think. In truth, there is a growing number of bots and botnets which log on to sites or publisher pages fraudulently. One startup is helping brands ensure the traffic to their sites are, in fact, human, through game-based verification.

by Kristina Knight

Through 2013 Are You a Human has verified more than 55 million online visitors to client sites as human beings--and not bots. The platform uses the PlayThrough interactive ad unit which delivers a branded message during the verification process. These messages are similar to CAPTCHA-type authentication but rather than distorted numbers or letters, the platform delivers branded games - a kind of content most consumers are willing to engage with.

Online gaming continues to grow in popularity and this kind of authentication offers content that users are familiar with and that is simple to engage with.

"Let's face it: hackers and spammers aren't going away," said Reid Tatoris, Are You a Human Co-Founder. "That's why CAPTCHA is still so widely used, even though everyone hates it. We finally give sites a way to validate their visitors without torturing them. And verification is just as important to advertisers: when 40% of the traffic on the internet comes from bots, the result is billions of dollars wasted on fake impressions. PlayThru enables advertisers to pay only when a real live human being interacts with their brand."

Users engage with PlayThru when registering, commenting on articles or sharing content or when making a purchase.

Are You a Human started the year off active on just 2,000 sites and by year's end will have grown fivefold to be on over 10,000 sites. They have moved from serving 10,000 games a month to over 120 million for advertisers such as Ford Fiesta, Chiquita, Salvation Army, United Way of Southeastern Michigan, Moosejaw, and Kabam.

Tags: ad verification, Are You A Human, botnet fraud, consumer verification, ecommerce, fraudulent clicks

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.