Enbrite.ly separates human and bot traffic to help businesses figure out how they are wasting their marketing budget

Ienbritelynternet has made marketing essentially as easy as ever to reach customers across the globe. However, there is a virtually endless amount of scammers and bots aiming to make the lives of those who do business online a nightmare, as their limited marketing resources may be wasted on “users” who are not even human and have no interest in making a purchase. Hungarian startup Enbrite.ly is taking aim at that problem with a platform that enables businesses to find their “real” traffic and figure out where they should be directing their marketing funds.

The platform works by using a piece of JavaScript that is integrated with the creative and measuring user interaction with the site, banner, or video. From there, they run more than 60 heuristics to determine whether the interaction was initiated by a machine or human (they tell me that they can typically tell the difference in where the user will click, as humans usually click on one focal point, while the machine equally distributes clicks or clicks through abnormally quickly). Then, the platform looks at the aggregated data and seeks out the origin of human and bot activity (publishers, ad zones, affiliates, etc.) in order to track fraudulent activity.

Enbrite.ly has been around for roughly a year, having been founded in April 2014. One of their most noteworthy moments thus far was a successful pitch at the SLUSH 100 competition last November, which saw them bring home 500,000 Euro in prize money. All told, the company reports that they have 750,000 Euro in total backing, which includes the prize money, as well as funding from Startup Sauna, SpeedInvest, and Evli Bank.

Although they are currently based out of London and Budapest, the company tells me that they have their sights set on becoming a pan-European service. At the moment, they claim 5 paying customers for their platform, which can run businesses 1,000 Euro per month (it is deductible, however). The company says that it generates revenue based on the number of pageviews/impressions that they need to analyze.

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