PulsePoint, a Newark-based technology company seeking to change health decision-making, on Thursday announced a partnership with HUMAN Security (HUMAN), a New York City cybersecurity company that tries to safeguard customers’ online transactions against bots, fraud, and digital risk.
Through this partnership, PulsePoint said it is strengthening its defenses against the evolution of ad fraud, ensuring that advertising messages continue to reach real human audiences.
Invalid, non-human traffic (IVT) remains one of the persistent challenges facing the digital advertising industry. A recent study by Juniper Research estimates that advertisers are wasting $84 billion per year on digital ad fraud, and the waste is expected to rise to $170 billion by 2028.
“There is no one silver bullet to eliminating ad fraud,” said Konrad Gerszke, executive vice president of PulsePoint parent Internet Brands. “You need a layered, continuously evolving strategy. HUMAN strengthens our safeguards by keeping us ahead of the game.”
HUMAN has integrated with the PulsePoint platform, protecting inventory across channels (video and display ads spanning desktop, mobile, CTV, in-app, and web), enabling IVT protection.
“Cybercriminals look for any vulnerability in the technology to defraud advertisers,” said Rick Holtman, senior vice president of sales, media security at HUMAN. “As AI-driven malicious campaigns continue to grow in scale and sophistication, it’s even more critical that the advertising industry continues to proactively fight fraud and works with the fraud protection vendors.”
