By partnering with HUMAN, AEG Presents was able to reduce vulnerabilities within show marketing flows, specifically tied to on sale registrations in advance of the ticketing process. HUMAN’s technology was able to identify that 10.59% of total traffic represented invalid traffic from bots and other threats. Though overall bot traffic was low on an aggregate level across all of the campaigns, AEG Presents identified significant hot spots of SIVT. In one key tour effort, more than 15% of the traffic was found to be from bots, highlighting how threats can be missed in a narrow view. Social channels delivered the cleanest overall results while display media channels produced significantly higher levels of SIVT.

Using this information, AEG Presents made real-time optimizations to the marketing mix for subsequent campaigns to reduce bot traffic to below industry accepted levels. Optimizations were not widely necessary across all of the efforts tracked within this pilot, but were helpful for informing if and which specific audience segments and ad exchanges were largely contributing to bot traffic.