Lotame announced partnership with Are You a Human in increased commitment to Data Quality
Distil Networks found that in 2016, bots accounted for roughly 40% of internet traffic and that 94% of websites were hit with bad bots that skew marketing analytics. Bot traffic creates negative outcomes across the digital ecosystem. For publishers, bots pick up and inflate first-party audience data, resulting in wasted bandwidth, content piracy, fake traffic and skewed site analytics. Bots damage marketers and agencies by frequently clicking and engaging with digital advertising and ultimately decreasing campaign effectiveness.
Though bots have been here for a while, their existence in B2B commerce remains a haze. To help marketers get the best value out of their web, mobile, and social campaigns, Lotame will offer extensive bot-detection and data quality measurement technology, helping marketers remove bots from target audience list. This will be done in partnership with Are You a Human, the leading bot detection company.
Lotame + Are You a Human= Find Bots in your Target Audience
Lotame, the leading independent data management platform (DMP) and comprehensive data exchange, announced an exclusive partnership with Are You a Human for their leading bot-detection and quality measurement technology. The integration of Lotame data and Are You a Human’s technology means marketers will be able to remove bots from their target audience lists before a campaign begins — not just estimate bot activity post-campaign.
“Lotame is going all-in on our promise to offer quality data with this partnership,” said Andy Monfried, CEO and Founder of Lotame.
Are You a Human enables the website administrators to address every customer engagement as a distinct human versus bot segmentation. For B2B marketers, it is important to be sure about them addressing a real human before serving content, services, or ads.
“Lotame is proud to be an innovator in the data space. We wanted to be the first data exchange to take on fraud directly, because we can balance quality and scale. This partnership allows Lotame to clean the data up front, which alleviates post-campaign fraud findings.“ – Jason Downie, SVP and GM of Data Solutions at Lotame
Lotame, by taking a leadership stance in the fight against the malice of ad fraud and malvertising that plagues digital landscape, has been collaborating with Are You a Human for the last 6 months.
Bot Detection and Quality Measurement Key to Data Quality
According to a report published by the Association of National Advertisers, Display media with at least a $10 cost per thousand impressions, or CPM, had 39% more bots than media with lower ad prices. The premium inventories that have higher CPMs had 173% more bots than those with lower CPMs. In 2015, the industry wasted close to $6.5 billion on ad fraud. The expenditure crossed $7.2 billion in 2016.
Monfried adds, “We are substantially increasing the quality of our data, condensing it and removing what offers no value. This is part of the basic and continuing ethos of the Lotame Data Exchange and the commitment we have to our customers. Are You a Human is an ideal technology to keep Lotame ahead of the industry’s concern around data quality.”
By integrating Are You a Human patented technologies into Lotame’s solutions, Lotame will be able to more quickly and easily identify non-human traffic and create bot-free audiences.
“Unlike the many companies who won’t acknowledge bot traffic as a legitimate problem, Lotame instead saw an opportunity to address it head-on. By eliminating bot activity from 1st and 3rd party data sets, they are fixing the problem at the source, before audiences get analyzed, forecasted and targeted,” said Ben Trenda, CEO of Are You a Human.
Easier and Accurate Segmentation of Bots and Human Profiles
Effective immediately, Are You a Human technology is available on Lotame’s platform, and Lotame’s DMP clients and the Lotame Data Exchange (LDX) will reap the benefits. Are You a Human’s technology allows customers to strip bots from their audiences, identify highly interactive profiles, and target human-only traffic, vastly improving post-last-click performance and limiting waste, among many other benefits.
(Editor’s insight- Not all bots are malicious. This partnership is not aimed to eliminate bots as they don’t necessarily drive up website traffic and are not all are misleading. Lotame customers are expected to benefit in building human-specific campaigns, using integrated data quality measurement and bot-detection technology from Are You a Human.)