Distil Networks plugs into Google Analytics to highlight the impact of bots

May 19, 2017

Distil Networks is leveraging technology obtained in its acquisition of Are You a Human (AYAH) to offer a free Google Analytics plug-in, adding visibility into the effect bots have on web site metrics. Distil Bot Discovery interfaces with Google Analytics, allowing enterprises of all sizes to see the distortion caused by bot traffic. The company’s marketing strategy is to use the visibility to increase demand for subscriptions to its Bot Defense service. 

This approach is an interesting tactic to attract SMBs. In a web world driven by mobile devices and with anonymous services such as Bitcoin reducing the risk of monetizing attacks, it’s no surprise that bots are driving fraud rates skyward. We see this in increased demand from organizations in the retail, hotel and travel, and entertainment verticals – harder-to-reach enterprises where a web presence means everything to their business. 

The acquisition of AYAH, which has raised more than $7m from Detroit Venture Partners, NCT Ventures, Foundry Group Angels and others, adds a significant capability to analyze how a mobile device or PC is being used. AYAH adds to Distil’s bad bot defense platform with JavaScript code to capture live biometric data such as mouse movement, touchscreen taps and typing patterns. The intent is to identify when a bot, including software embedded in the browser lying dormant for an opportunity to strike, is impersonating a human. 

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