PulsePoint and HUMAN Security Join Forces Against Ad Fraud
PulsePoint, a pioneering technology company transforming health decision-making, has announced a strategic partnership with HUMAN Security. This collaboration is centered on bolstering defenses against the ever-evolving landscape of ad fraud. HUMAN Security is renowned for its comprehensive cybersecurity solutions that protect users against bots, fraud, and digital risks throughout their online experiences.
The Growing Challenge of Invalid Traffic
Invalid, non-human traffic (IVT) poses a significant challenge in the digital advertising realm. Recent data suggests that advertisers are losing an astonishing amount of money, estimated at $84 billion annually due to digital ad fraud. Projections indicate this figure could escalate to $170 billion in the near future. For healthcare marketers, where precision in messaging is crucial, the implications of IVT stretch far beyond financial losses; it can affect patient care and critical health communications.
A Comprehensive Approach to Combatting Ad Fraud
According to Konrad Gerszke, Executive Vice President at Internet Brands, no single solution can eradicate ad fraud entirely. Instead, a multi-layered and continually adapting strategy is essential. By integrating with PulsePoint’s platform, HUMAN enhances inventory protection across various channels, including video and display ads on desktop, mobile, connected TV (CTV), in-app, and web environments. This collaboration significantly contributes to PulsePoint's overarching strategy, allowing for real-time detection and hands-on review to counteract fraudulent activities.
The Rising Complexity of Cyber Threats
The dynamic nature of cybercrime, especially with AI-driven threats, necessitates vigilant and proactive measures from the advertising sector. Rick Holtman, SVP Sales at HUMAN, highlights the need for industry players to collaborate with specialized fraud protection services like HUMAN to effectively combat the risks posed by advancing malicious campaigns. This partnership positions PulsePoint to not only protect its platform but also to enhance the digital experiences of healthcare brands and their customers.
Raising the Bar in Digital Advertising
As agencies invest billions in pharmaceutical digital advertising, the call for increased security against IVT is louder than ever. Oleg Korenfeld, CTO of CMI Media Group, noted that ad fraud remains a major concern for businesses. The partnership between PulsePoint and HUMAN symbolizes a union of cutting-edge health marketing technology and robust fraud protection solutions, which is sure to benefit the entire industry.
Commitment to Brand Safety and Trust
Cliff Covey, SVP of Digital Activation at CMI Media Group, emphasizes that their agency is committed to a multi-layered brand safety strategy. He expresses enthusiasm about PulsePoint’s integration with HUMAN Security, viewing it as a pivotal progression in proactively addressing non-human traffic issues and fostering trust and efficacy for their clients.
About PulsePoint
PulsePoint, a division of Internet Brands, stands as a frontrunner in utilizing real-world data to optimize advertising campaigns and transform health decision-making. The company employs proprietary datasets and methodologies to target healthcare professionals and consumer demographics with precise accuracy, delivering exceptional results for its clients.
About HUMAN Security
HUMAN Security is dedicated to maintaining the integrity of digital interactions. Their Human Defense Platform ensures that online activities are secure and authentic. By verifying trillions of digital interactions each week, HUMAN provides critical data that allows for swift responses to the most sophisticated threats in cybersecurity.
Frequently Asked Questions
What is the purpose of the partnership between PulsePoint and HUMAN Security?
The partnership aims to enhance protection against ad fraud, ensuring that advertising messages reach genuine human audiences effectively.
How significant is the problem of invalid traffic in digital advertising?
Advertisers are currently losing an estimated $84 billion annually due to digital ad fraud, a figure projected to rise substantially in the coming years.
What are the key features of HUMAN Security's solution?
HUMAN Security offers integrated protection, delivering pre-bid mitigation and post-bid measurement, effectively combating various forms of ad fraud.
How does the partnership benefit healthcare advertisers?
It provides robust protection tailored to the unique needs of the healthcare industry, ensuring that critical health messages reach the right audiences without interference from fraudulent activities.
Why is a multi-layered strategy necessary for tackling ad fraud?
Ad fraud is a complex and evolving challenge, necessitating a layered approach that adapts continuously to new threats and tactics employed by cybercriminals.
