After developing a filtering application to help advertisers identify fraudulent web traffic, eZanga needed a cloud platform with hosting locations worldwide to support low-latency service delivery.
eZanga migrated to IBM Cloud bare metal server infrastructure to launch its Anura.io offering, and anticipates incorporating an analytics layer powered by IBM Watson® cognitive services.
and boosts agility with cloud resources available for use within hours
Offers low-latency service
supported by the IBM Cloud platform’s data center presence and high-performance technology
with an IBM Cloud hosting environment designed for redundancy and reliability
Business challenge story
Developing a highly accurate fraud-detection tool
For online advertisers, web traffic fraud has become an unfortunate part of the cost of doing business. Whether the traffic is human-generated or powered by bots, many companies unknowingly spend a significant portion of their budgets on fraudulent ad impressions instead of real user views.
“IBM Cloud allows us to be where our users are and deploy server clusters in strategic locations to provide the performance our customers need.”
—Rich Kahn, Cofounder and Chief Executive Officer, eZanga
Online marketing firm eZanga developed its Anura.io application to help advertisers identify and isolate “bad” traffic, working with data from more than a decade of customer campaigns and analyzed clicks to create a highly accurate filtering tool. To bring the solution to market, the company needed a powerful cloud platform with hosting locations worldwide to support low-latency service delivery. “With our product, every millisecond counts,” says Rich Kahn, eZanga Cofounder and Chief Executive Officer. “When a client hits us, our entire response typically has to be within 10 – 15 milliseconds.”
Launching on a powerful IBM Cloud platform
Impressed with the IBM Cloud platform’s performance, availability and deployment speed, eZanga migrated from an EMC hosting infrastructure to an IBM Cloud environment. “We move fast,” says Kahn. “And as we bring on new clients for Anura.io, we have to immediately bring on new servers. With our previous provider it took weeks, but with IBM we can place our order in the morning and have servers online by lunch.”
eZanga provisioned IBM Cloud bare metal server infrastructure in Dallas, Texas, and Washington, DC, to launch its Anura.io offering, and anticipates expanding its hosting environment to locations in Europe and the Asia-Pacific region in the near future. The firm is also testing IBM Watson® technology and looks forward to incorporating a new analytics layer powered by cutting-edge IBM Watson cognitive services.
Boosting speed, agility and availability
The IBM Cloud solution offers the global data center presence and high-performance technology eZanga needs to support exceptional service delivery. “Speed is everything, and we’ve got to have physical servers as close to customers as possible,” says Kahn. “IBM Cloud allows us to be where our users are and deploy server clusters in strategic locations to provide the performance our customers need.”
Plus, with IBM Cloud technology, eZanga created a highly available hosting environment to deliver on a key component of its value proposition. “One of the things that makes our service unique is the level of redundancy we offer,” says Joe Rodichok, eZanga Director of Engineering and Technology. “Our software always stays up and running, and a lot of that is due to the availability of the infrastructure we’ve been able to select and deploy through IBM.”
Finally, eZanga greatly appreciates the expertise and technical guidance provided by IBM support resources. “The responsiveness and intelligence of the support we get from IBM is just phenomenal,” says Rodichok. “For any issues we run into, IBM always gets the right people involved and we always reach a resolution, which has been amazing.”
Launched as an online advertising startup in 2003, eZanga has developed into an award-winning provider of digital marketing and fraud-detection solutions. Based in Middletown, Delaware, the company offers a portfolio of platforms and services that organizations can use to easily manage and optimize online advertising campaigns while protecting against the negative impact of fraudulent web traffic.