Fight against robots, or Enbrite.ly
Helsinki, where dreams are born
In the past few years, there is an increasing number of startups focusing on sharing knowledge and information with people. Startups are innovative micro-businesses with a high growth potential, and their unique products have very good chances to conquer the global market. These novel enterprises are not based on pre-planned, standard rules – this is what makes them so challenging. The innovative processes happening there are exceptional, almost unreproducible. All this results in the foundation of these unbelievably colorful, creative, value-creating, and multidisciplinary startup businesses. These revolutionary enterprises were the protagonists of the Slush conference in November 2014, organized as part of the Sauna Startup in Helsinki. The Sauna Startup accelerator program recruits participants twice a year, and they come to Budapest every spring and autumn to select the best Hungarian startups.
This is one of the most important joint events of European and Asian startups where the representatives and web developers/innovators of many micro-enterprises can meet during a series of conferences that last several days. Each year they elect the Most Promising Startup of the Year, and only the hundred best enterprises from the one-thousand-plus present get the chance to introduce themselves on the stage. Apart from the title, the winning company gets €500.000 as well.
In 2014, this prize was awarded to a Hungarian startup business called Enbrite.ly
Enbrite.ly for cleaning the advertising market
Although Enbrite.ly started its activities only in 2014, it won a sweeping victory at the Slush conference in the same year. The major goal of the enterprise is to develop a program that can detect robots and suspicious traffic by analyzing user behavior, thus making the whole advertising market more controllable and transparent. This is important because the online advertising market is full of robots working on the basis of different automatisms, and these make users browsing the web generate clicks that are worth nothing. Their machinations can considerably distort the analysis results of online advertisements which otherwise can be measured exceptionally well.
According to its description, Enbrite.ly can tell if its clients spend well their budget set aside for online advertising, that is, if their ads are clicked on by human beings or robots. This way the business partners who offer advertising become more easily controllable as well.
In the November of 2014, this service existed merely on a sheet of paper, but today it has real clients and several external supporters. The infrastructure behind the enterprise was developed with the help of Dmlab, an innovative data analysis laboratory. By winning the contest, Enbrite.ly reached a landmark: they spend the entire amount on the development of their business and try to introduce its activities to a wider public.
Written by Zsófia Tupi
Translated by Mária Kenesei
The image was retrieved from the Flickr account of JD Hancock.