Publishers and advertisers are being offered a new
protection service.
Cybersecurity company Human has launched a tool called Page Advertising Protection as part of its ad-protection suite.
Page Intelligence delivers
page-level detection of invalid traffic (IVT) in the milliseconds between click and page interaction, the company says in its announcement.
Publishers and brands can use this to protect
revenue and instantly make decisions based on data, it adds.
The company notes that while pre-bid filters and post-campaign audits provide essential protection, they leave organizations
blind to threats as users land on their pages.
Page Intelligence helps by detecting, classifying and reporting IVT activity in real-time at the page level. It utilizes a lightweight,
asynchronous tag and integrates without slowing page load times or compromising the user experience.
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According to Human, Page Intelligence allows publishers and marketers to:
- Protect revenue in real-time with page-level monitoring
- Unlock actionable insights, including detailed IVT analytics by traffic source, campaign, pages, and device
types
- Validate audience segmentation and remove invalid users from media and ad tech workflows
- Improve data quality with advanced IVT detection,
powered by 400+ algorithms and predictive models
- Adopt with ease with an asynchronous tag
“Invalid traffic drains revenue and distorts performance
data across the entire digital advertising supply chain,” says Geoff Stupay, senior vice president of global product at Human, in a statement.
Stupay adds that Page
Intelligence provides “immediate visibility to help identify and act on IVT instantly, protecting the integrity of performance data, streamlining operations, and unlocking smarter monetization
strategies for brands, publishers & e-commerce platforms.”