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Case Study

AEG Presents Ensures Only Real Humans Receive Event Marketing

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Company

AEG Presents, the live-entertainment division of Los Angeles-based AEG, is dedicated to all aspects of live contemporary music performance. The company is a world leader in live events.

Head of Media

AEG Presents

“Overall, understanding the percentage of bot traffic coming from paid media channels helps AEG to plan as part of the marketing mix. This allowed for real-time optimizations to internal campaigns. which helps ensure the validity and value of the clicks AEG marketing efforts are generating.”

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Challenge

AEG Presents wanted to ensure that marketing efforts were being directed 100% to real fans. They were seeking a technology partner who could accurately detect the presence of sophisticated bots within its marketing and identify the sources supplying that invalid traffic. 

AEG Presents needed insights that could allow for subsequent marketing mix adjustments and improved performance with protection against bot vulnerabilities. They wanted to put an end to programmatic ad fraud and data contamination, in order to ensure their marketing efforts were only attracting humans for lower advertising dollar waste.

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Solution

AEG implemented a six month pilot of Data Contamination Defense to test its effectiveness and gain insights into potential bot interference in their event marketing efforts.

This was done by simply dropping the HUMAN Data Contamination Defense detection tag to three media channels (social, display & owned sites) for signal collection. The pilot program covered several notable livestreams, tours and festivals to properly test the effectiveness of the HUMAN technology. This included 5 AEG Presents festivals, AEG Presents owned and operated sites (.com), and 2 AEG Presents artist tours. HUMAN provided real time reporting of the site traffic data, as well as an analysis of the test findings. 

RESULTS

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. 

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