Sophie Blake
Cybersecurity firm HUMAN has unveiled Page Intelligence, a new tool designed to detect and analyze invalid traffic (IVT) directly on advertisers’ landing pages, expanding the company’s ad fraud protection capabilities beyond programmatic platforms.
The product marks a shift in HUMAN’s strategy toward offering direct solutions for advertisers, rather than relying solely on integrations with platforms like The Trade Desk or LinkedIn. According to HUMAN, Page Intelligence aims to close a “blind spot” between ad clicks and on-page interactions—an area where bots can distort engagement metrics and corrupt campaign data.
Traditionally, ad fraud detection has relied on pre-bid signals from bid requests—such as IP addresses, user agents, and device information—to block invalid traffic before an ad is served. However, these measures don’t account for fraudulent clicks that occur after impressions are delivered.
By examining the interval between a click and a page load, Page Intelligence identifies suspicious behavior in real time, allowing advertisers to determine whether a visit came from a human or a bot. The solution operates through a lightweight JavaScript tag that gathers page-level data without affecting load times.
“Invalid traffic drains revenue and distorts performance data across the digital ad supply chain,” said Geoff Stupay, SVP of Product at HUMAN. “With Page Intelligence, brands can identify and act on IVT instantly, protecting the integrity of performance data and optimizing spend.”
Unlike HUMAN’s pre-bid verification systems that depend on demand-side and supply-side platforms to act on bot detection signals, Page Intelligence gives advertisers direct visibility and control. It allows them to reconcile campaigns after delivery—identifying fraudulent interactions before the data reaches their customer relationship management (CRM) or analytics systems.
For example, if a form submission or conversion is linked to bot traffic, Page Intelligence can automatically flag or exclude that data, preventing skewed audience metrics or wasted ad spend. This information also helps advertisers assess the quality of different traffic sources and make strategic adjustments.
The system analyzes a range of indicators—such as mismatched user agents, spoofed devices, or activity from headless browsers—using over 400 algorithms and predictive models within HUMAN’s broader Defense Platform. The company said the tool can be applied to traffic from web, mobile, or connected TV (CTV) ads, regardless of origin.
The launch comes amid increasing scrutiny of ad fraud and invalid traffic filtration across the digital advertising ecosystem. Earlier this year, the Media Rating Council (MRC) issued new guidance clarifying that while verification vendors can identify bots pre-bid, the decision to block ads ultimately lies with programmatic platforms. HUMAN’s new product bypasses that limitation by shifting the detection process closer to conversion.
While Page Intelligence is not yet accredited by the MRC or TAG, HUMAN says it builds on the same detection standards used in its certified systems.
The company added that advertisers can use the tool’s analytics dashboard to segment valid and invalid audiences, view IVT rates by campaign or device, and make real-time optimization decisions.
Comments
Loading…