AdRoll has strengthened its commitment to delivering trusted and performance-driven digital advertising by partnering with HUMAN Security, a cybersecurity leader focused on protecting interactions between people, bots, and rapidly expanding AI agents. The company announced that HUMAN’s advanced ad fraud defense technologies have now been integrated directly into the AdRoll platform, providing advertisers with greater assurance that their campaigns are reaching real audiences and producing measurable business value.
This integration marks a major enhancement to how AdRoll monitors ad quality and safeguards marketers against fraud. HUMAN’s MediaGuard technology acts at the pre-bid stage, scanning and filtering bid requests in real time to prevent invalid traffic from entering the system in the first place. Meanwhile, FraudSensor provides measurement after ads have run, validating results and offering transparency into campaign performance. Together, these tools operate as a closed loop that continually refines AdRoll’s bidding algorithms, ensuring advertising dollars are directed only toward legitimate, Viewable inventory.
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Advertisers using AdRoll benefit from improvements in both cost efficiency and campaign integrity. Invalid traffic is detected and blocked in a matter of milliseconds across desktop, in-app, mobile, and connected TV environments, helping marketers avoid wasted spend on bots or fraudulent placements. The intelligence gathered post bid then returns to the system to guide future optimization, ultimately boosting return on ad spend and giving brands confidence that each impression contributes to meaningful outcomes.
Lizzie Chapman, vice president of technology partnerships at AdRoll, emphasized the importance of balancing reach with quality in today’s complex digital marketplace. “Advertisers shouldn’t have to compromise between reach and safety,” she said. “By integrating HUMAN’s Ad Fraud Defense and Viewability solutions, we’re empowering marketers with the clarity and confidence that every impression is both real and impactful, helping them make smarter, performance-driven investments.”
AdRoll’s adoption of HUMAN’s new Viewability solution is also notable. As the first demand side platform to deploy it, AdRoll now has access to deeper, log-level performance metrics across ad formats. These insights feed directly into the company’s BidIQ machine learning model, enabling smarter decisions on inventory selection, pricing, and pacing.
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Geoff Stupay, senior vice president and Global Head of Product at HUMAN, described the collaboration as an important advancement for the health of the advertising industry. “AdRoll’s integration with HUMAN demonstrates a shared commitment to protecting the integrity of the digital advertising ecosystem,” he said. “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.”
The solution also identifies inventory associated with made for advertising tactics, helping AdRoll proactively avoid low quality supply. With this partnership, both companies aim to give marketers a more transparent, secure, and high performing advertising environment across every market and channel.
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