The CAPTCHA revolution arrived 25 years after its creation: this is how Ponta.co turns human verification into effective advertising
From Slush 2024 in Finland, Pontas CEO explains how they reinvented CAPTCHA to connect brands and people in a world dominated by bots, giving life to Branded Human Verification.
Digital advertising faces two key challenges: the scattered attention of users and the growing interaction of bots on the internet. There, Camilo Facundo Pirillo, CEO and founder of Ponta, describes this problem with alarming clarity: "Today, half of the global internet traffic are bots. Brands are spending on audiences that don't buy because they are not human".
In the framework of Slush 2024, Pirillo spoke with Entreprenerd about how his startup has a disruptive solution, integrating advertising technology with human verification, creating a new standard: the Branded Human Verification (HBV)
Pirilo points out a specific moment where users pay attention: the CAPTCHA.
There are 300 million captchas solved daily. It is a wasted space where brands can interact directly with their consumers.
Camilo Facundo Pirillo, CEO & Co-founder of Ponta.co
This innovative approach transforms a cybersecurity tool into an effective advertising channel.
Humanizing Verification of and with Brands.
Ponta's Branded Human Verification allows people to validate themselves as humans while interacting with brands. Pirillo describes: "Imagine identifying a drink in a captcha or solving a puzzle with elements of a brand. This ensures that users remember the advertising message".
According to Ponta's studies, campaigns in this format have a recall seven times greater than traditional ads, in initiatives where the impact of this technology has already been tested with global brands.
"With Chevrolet, we increased message recall eight times and significantly improved interaction rates," comments Pirillo.
These results highlight the potential of the format, especially in massive campaigns like the MTV Awards or the Kids' Choice Awards in Mexico, where vote verification included interactions with sponsoring brands.
Innovation with a Global Market
The global advertising market, valued at over 700 billion dollars, offers a fertile field for technologies like Ponta's. Currently, the startup has a strong presence in Latin America, with plans for expansion into Europe and the United States.
Pirillo reveals: "We plan to enter the US market through Miami and California in 2025. We want to be the bridge between LATAM, Europe, and North America".
"Moreover, Ponta not only focuses on advertisement but also on cybersecurity. We have developed our own algorithm that detects humans versus bots, and an artificial intelligence system that tests vulnerabilities in our captchas. This ensures that we are always at the forefront of technology," Pirilo details.
From Founder-to-Founder.
At an event full of aspiring tech entrepreneurs, Pirilolo leaves an inspiring message:
We are in a historic moment with artificial intelligence. The key is to be versatile, adapt quickly and focus efforts where real value is believed to be created.
Camilo Facundo Pirillo on advice for entrepreneurs and founders
This philosophy of constant evolution seems to be the driving force behind Ponta, a startup that promises to redefine the digital advertising space.
With an idea that combines innovation and practicality, Ponta leads a revolution in the way brands and people meet on the internet. Branded Human Verification not only protects against bots, but also opens a new era in the interaction between businesses and consumers.
