Precision data and technology company 51Degrees is launching a new product that will help website owners, advertisers, and their technology partners to filter and manage non-human traffic in order to save costs, protect their IP and boost the value of their human audiences. 

Human Confidence uses a portfolio of rich device and IP data to identify whether a web session is likely to have been initiated by a real human or not. The product ranks traffic into a high, medium, and low confidence of whether the traffic is of human origin, giving customers the ability to make nuanced business decisions.

The product can be used in a broad range of ways. Publishers or CDN providers could use the data to power tools that manage bots’ access to websites, reducing traffic costs and protecting IP.  Meanwhile, ad tech companies and publishers could filter out fraudulent or other non-human traffic from the advertising bidstream, creating more valuable and efficient advertising propositions.

Non-human traffic has been a growing issue for the web for some time, with bots now estimated by Fastly to make up 49% of all web traffic by volume, with 13% of web visits coming from AI bots according to 51Degree’s own data. As well as the IP theft associated with AI harvesting, this explosion in invalid traffic increases costs for website owners and undermines the value of advertising for both publishers and advertisers. Human Confidence offers a data product that enables players across the web ecosystem to build tools to combat this issue in their own ways. 

Human Confidence is available as part of the 51Degrees’ subscription product suite either as a cost-effective cloud-based solution or an on-premise data package enabling real time response.

James Rosewell, CEO of 51Degrees, said: "Human Confidence is an essential new raw ingredient in the growing fight against non-human traffic. Using this product website owners, advertisers, and their technology providers can build tools that manage non-human traffic in the ways that work for them. Advertisers can filter out non-human clicks from the bidstream, enhancing their advertising performance; retailers could redirect harvesting bots to provide product information whilst keeping prices concealed; and publishers can block AI harvesters from stealing their content. The possibilities are endless but the key is providing a nuanced understanding of the likelihood of whether traffic is valid or not.

"Non-human traffic has been present on the web for as long as its existed but its got to the point where its become a real impediment to its effective functioning. Website owners are paying twice as much as they should for bandwidth in order to have their content stolen by AI, retailers are having their website data taken to inform third party services that they may not have consented to, and advertisers are paying to promote their wares to robots. Building tools that manage non-human traffic effectively is an essential part of fixing the open web and we hope that this tool becomes a foundational part of that fight."

51Degrees

51Degrees helps businesses understand every device that visits their website, so they can serve the right experience, protect their ad revenue and make decisions based on accurate data....

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