Case Study: AEG reduces bot traffic in event marketing with HUMAN BotGuard

AEG Presents Ensures Only Real Humans Receive Event Marketing

AEG Presents, a leader in live events, wanted to make sure its event marketing reached real fans rather than bots. To address this challenge, AEG Presents worked with HUMAN and used HUMAN’s BotGuard for Growth Marketing to detect invalid traffic and better understand where bot activity was entering its marketing channels.

HUMAN implemented a six-month pilot by adding the BotGuard detection tag across social, display, and owned-site traffic for multiple festivals, livestreams, and artist tours. The solution found that 10.59% of total traffic was invalid, with one tour showing more than 15% bot traffic, and helped AEG Presents make real-time marketing mix adjustments that reduced bot traffic to below industry-accepted levels.

AEG