AdRoll integrates HUMAN Security for fraud defense and viewability tracking

AdRoll announced its integration with HUMAN Security on October 28, 2025, marking the advertising platform as the first demand-side platform to adopt HUMAN's viewability solution alongside real-time fraud defense capabilities. The integration combines MediaGuard pre-bid technology with FraudSensor post-bid measurement to create continuous optimization mechanisms for campaign performance.

The announcement detailed how the integration enables invalid traffic detection within 12 milliseconds across desktop, mobile, in-app, and connected TV environments. "Advertisers shouldn't have to compromise between reach and safety," stated Lizzie Chapman, vice president of technology partnerships at AdRoll. The platform processes fraudulent bid requests in real-time before advertisers commit budget to suspicious inventory.

According to the press release, AdRoll's integration addresses growing concerns about digital advertising quality as industry anti-fraud efforts saved advertisers $10.8 billion in 2023. The collaboration provides transparent log-level metrics across multiple advertisement formats, feeding directly into AdRoll's BidIQ machine learning model for inventory pricing decisions.

HUMAN Security brings sophisticated detection capabilities developed through analysis of 20 trillion digital interactions weekly. "By combining proactive, real-time fraud defense with transparent Viewability insights, AdRoll is setting a new standard for how advertising platforms can maximize performance while safeguarding every impression," said Geoff Stupay, senior vice president and global head of product at HUMAN.

The viewability integration represents technical advancement for demand-side platforms. Research from March 2025 revealed that at least 40 percent of web traffic consists of fake users or computerized bots, with leading verification systems routinely failing to detect non-human activity despite claims to the contrary. The AdRoll-HUMAN partnership addresses these measurement challenges through combined pre-bid and post-bid protection mechanisms.

MediaGuard operates through real-time analysis of bid requests, identifying sophisticated invalid traffic patterns before advertisers spend budget on fraudulent inventory. The technology analyzes multiple signals including device characteristics, behavioral patterns, and network indicators to assess authenticity. FraudSensor complements this approach through post-bid validation, confirming which impressions reached legitimate audiences and identifying any fraud that bypassed pre-bid filters.

The closed feedback loop between pre-bid and post-bid systems enables continuous improvement of fraud detection accuracy. Google deployed similar AI-powered tools that achieved a 40 percent reduction in deceptive advertisementsthrough machine learning systems that adapt to emerging fraud techniques. AdRoll's integration follows this pattern, using post-bid insights to refine pre-bid filtering algorithms over time.

Viewability measurement matters substantially for campaign effectiveness. Industry standards require display advertisements to show at least 50 percent of pixels for one continuous second, while video advertisements need 50 percent visibility for two seconds. The AdRoll integration provides transparent metrics verifying whether advertisements meet these thresholds, enabling better-informed decisions about inventory quality and placement strategy.

Connected TV environments present particular measurement challenges. Connected TV's share of media budgets doubled from 14 percent in 2023 to 28 percent in 2025, yet verification capabilities have historically lagged behind demand. The AdRoll-HUMAN integration extends protection across CTV inventory, addressing fraud and viewability concerns as streaming platforms consume increasing portions of advertising budgets.

HUMAN's reporting system identifies inventory suspected of made-for-advertising activity beyond standard invalid traffic detection. Made-for-advertising sites generate artificial pageviews and clicks through automated systems, diverting revenue from legitimate publishers while exposing users to potential malware. The identification of these low-quality supply sources strengthens AdRoll's proprietary blocking systems.

The integration positions AdRoll within broader industry efforts to establish transparent advertising ecosystems. The Trustworthy Accountability Group's certified channels maintained invalid traffic rates below 1 percent globally, demonstrating effectiveness of coordinated fraud prevention programs. AdRoll's partnership with HUMAN extends these protections to growth-minded marketers requiring high-quality media performance.

Financial implications prove significant for advertisers managing campaigns across multiple channels. Invalid traffic wastes substantial portions of digital advertising budgets, with Pixalate research finding global invalid traffic rates reached 18 percent on web platforms and 31 percent on mobile applications during Q1 2025. Real-time filtering prevents budget allocation to fraudulent inventory, improving return on advertising spend through more efficient media investments.

The technical architecture supports AdRoll's AI-powered connected advertising platform serving mid-sized businesses across ecommerce, technology, financial services, education, and additional industries. AdRoll recently unified its brand structure, consolidating RollWorks as AdRoll ABM while introducing AI Assistant for streamlined campaign management. The HUMAN Security integration complements these platform enhancements through improved media quality controls.

AdRoll maintains partnerships with multiple technology providers to enhance advertising effectiveness. The platform reached a milestone as 200 brands activated Experian's syndicated audiences across web and connected TV since April 2025. AdRoll partnered with Innovid to deliver independent CTV measurement, giving marketers visibility into reach, frequency, and business results. The HUMAN Security integration extends this ecosystem through specialized fraud defense and viewability capabilities.

HUMAN Security operates as a leading cybersecurity company protecting digital interactions across humans, bots, and AI agents. The Human Defense Platform combines multiple detection methodologies to identify sophisticated threats, processing 20 trillion digital interactions weekly through analysis of over 2,500 individual signals and more than 300 algorithms. This comprehensive approach enables rapid responses to emerging fraud techniques.

The integration matters particularly as advertisers face mounting pressure to demonstrate measurable outcomes rather than awareness-only metrics. Transparent viewability insights enable confident budget allocation decisions, while fraud protection ensures investments reach authentic audiences capable of driving business results. The combination addresses fundamental requirements for performance-driven advertising strategies.

Industry developments demonstrate accelerating sophistication of fraud techniques. AI-driven ad fraud increased substantially throughout 2023, with cybercriminals employing machine learning algorithms to mimic genuine click patterns and create fake user profiles. These advanced tactics challenge traditional detection systems, requiring continuous innovation in verification technology. HUMAN's platform addresses these challenges through proprietary algorithms analyzing behavioral patterns across billions of digital interactions.

The announcement arrives as advertising platforms face pressure to provide transparent performance measurement. DoubleVerify expanded measurement capabilities across multiple platforms including Microsoft Advertising, Meta Threads, and Spotify, demonstrating industry-wide movement toward comprehensive verification. AdRoll's integration with HUMAN Security positions the platform competitively within this measurement landscape.

For marketing professionals, the integration provides operational benefits beyond fraud prevention. Transparent log-level data enables granular analysis of campaign performance across inventory sources. Advertisers gain visibility into which publishers deliver authentic, viewable impressions, supporting more informed media buying decisions. The BidIQ machine learning model utilizes this data to optimize bidding strategies automatically, adjusting valuations based on verified quality metrics.

Timeline

• October 9, 2024 – Industry anti-fraud efforts save advertisers $10.8 billion in 2023, TAG reports invalid traffic rates below 1% in certified channels
• March 2025 – Investigation reveals that at least 40% of web traffic consists of fake users, with major verification systems failing to detect bots
• August 12, 2025 – Google deploys Gemini AI to combat ad fraud with 40% reduction in invalid traffic
• August 27, 2025 – AdRoll unifies brand with AI Assistant launch, consolidating RollWorks as AdRoll ABM
• September 25, 2025 – AdRoll partners with Innovid for independent CTV measurement
• October 21, 2025 – AdRoll reaches 200 brands activating Experian audiences across web and CTV campaigns
• October 28, 2025 – AdRoll announces integration with HUMAN Security for fraud defense and viewability measurement

Summary

Who: AdRoll, an AI-powered connected advertising platform, integrated with HUMAN Security, a cybersecurity company specializing in protecting digital interactions.

What: The integration combines MediaGuard pre-bid fraud mitigation technology with FraudSensor post-bid measurement and HUMAN's viewability solution. The system detects invalid traffic in under 12 milliseconds across desktop, mobile, in-app, and connected TV environments while providing transparent log-level metrics across multiple advertisement formats.

When: AdRoll announced the integration on October 28, 2025. The platform becomes the first demand-side platform to integrate HUMAN's viewability solution alongside existing fraud defense capabilities.

Where: The integration operates across all environments supported by AdRoll's advertising platform, including desktop web, mobile web, in-app, and connected TV inventory. The technology serves advertisers across ecommerce, technology, financial services, education, and additional industries globally.

Why: The integration addresses critical challenges in digital advertising quality, where invalid traffic rates reached 18 percent on web platforms and 31 percent on mobile applications during Q1 2025. The combined fraud defense and viewability measurement enables advertisers to ensure budget allocation to legitimate, viewable inventory while maximizing return on advertising spend through continuous optimization of bidding models.