Overview
Jofogas.hu, the leading online marketplace in Hungary, decided to automate the text and image moderation for classified ads to improve publishing speed and quality.
The case
Jofogas.hu has nearly 2 million classified ads and more than 2 million monthly users. Moderation of ads needs to happen quickly so the ads can be published without delay.
Utopia’s tailor-made, machine learning based AI content moderation tool enables automatic screening for 100% of ads in real time. Both text and image content in the ads are moderated. The accuracy and consistency are higher than what can be achieved with combination of word list based filters and human moderation. A particularly important feature for Jófogás is duplicate detection. Some users tend to publish the same ad again and again to gain better visibility on the site instead of buying visibility from Jófogás. Using Utopia’s effective duplicate detection therefore drives additional revenue.
With Utopia AI Moderator, Jófogás reported reducing moderation delays from up to two hours to seconds, while improving consistency. Automated moderation is also cost-effective because the amount of manual moderation was reduced drastically.
Moderation we can trust at scale
For a marketplace with nearly two million advertisements, publishing speed and content quality go together. Jófogás uses a tailored model to screen text and images in real time, helping new listings reach buyers faster.
Protecting the value of paid visibility
Duplicate detection also addresses repeated free listings that attempt to gain visibility without purchasing a boost. Identifying those duplicates supports the marketplace’s paid visibility model while reducing repetitive review work.
A more efficient publishing process
Manual review relied on student workers and could not consistently provide high-quality coverage at night and over weekends. Automation offered a way to improve continuity and consistency while reducing the amount of manual work.
Exceeding the automation target
The team initially aimed to automate about 90% of moderation decisions. Jófogás reported exceeding that target, with an automation rate of approximately 95%. Screening every submitted advertisement and automatically deciding around 95% of them are different measures: the remaining decisions can still require human attention.
From hours to seconds
Before automation, moderation could take up to two hours. Jófogás reported bringing that delay down to minutes and even seconds with Utopia. The team highlighted both the speed improvement and the more consistent quality as important benefits for the business and its users.
Quick integration, professional support
Jófogás described implementation as relatively quick, helped by practical and professional support from Utopia. Ease of integration, responsive collaboration and pricing were the reasons the interviewee gave for recommending the solution to other marketplaces.