Zvelo, a content categorisation, brand safety and ad fraud prevention company, has introduced a free bot detection service that enables businesses to gain better understanding of the impact of their campaigns.

The service shows the ‘distribution of human, non-human, and low quality impressions’ – giving businesses insights into the quality of the impressions earned by their campaigns. From these insights, the platform aims to enable businesses to optimise the effectiveness of their ad investments.

“As bots become more complex, the mechanisms that identify them – and ensure that fraudulent traffic doesn’t claim wasteful chunks of online ad spend – must keep pace,” said Zvelo CEO Jeff Finn.

The Colorado-based company says the platform will enable advertisers, or demand side platforms and ad agencies working on their behalf, to add a JavaScript detection tag to the code of their ad. Using algorithms, it analyses traffic through ‘mouse movements, time on page, browser and window properties, historical bot activity of specific IPs and users, and more’.

The service is free, however, Zvelo also offers the Invalid Traffic dataset for ‘more granular and specifically-actionable invalid traffic data to completely eliminate bot and NHT traffic’. This dataset is said to enable advertisers to block inventory originating from bot IP addresses at bidder level.