HUMAN Security launched Page Intelligence today, a brand new capability in its Advertising Protection suite designed to detect invalid traffic (IVT) on the page level — the critical moment between a click and user interaction.
The company says the product offers real-time visibility into IVT activity that traditional pre-bid filters and post-campaign audits can’t capture, enabling brands, publishers and ecommerce platforms to guard revenue and enhance performance accuracy.
Closing the gap between clicks and engagement
While pre-bid systems screen for fraud before an impression is served and audits validate results after the actual fact, HUMAN argues that the period between those checkpoints stays a blind spot for many digital marketers.
“With Page Intelligence, what we’re doing is extending our protection to the landing page,” Geoff Stupay, SVP of Global Product at HUMAN, told MarTech. “A landing page might be for a brand that desires to observe the traffic arriving there or for a publisher that drives visitors to that page. It’s about visibility into what’s actually happening once a user — or a bot — shows up.”
Page Intelligence goals to fill that gap by analyzing behavior on-page because it happens, identifying suspicious patterns and filtering out fake interactions before they distort key metrics, comparable to engagement rates, conversions or ROI.
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The solution uses a light-weight, asynchronous tag — designed to integrate easily without affecting page load speed — to capture and analyze signals in milliseconds. It classifies activity as human or invalid using the HUMAN Defense Platform’s 400+ algorithms and predictive models, which adapt to evolving threats.
“Invalid traffic drains revenue and distorts performance data across the complete digital promoting supply chain,” Stupay said. “Page Intelligence provides immediate visibility to discover and act on IVT immediately, protecting performance-data integrity and unlocking smarter monetization strategies.”
What marketers get
HUMAN positions Page Intelligence as each a protective and optimization tool, offering a combination of fraud detection and analytics. Key features include:
- Real-time IVT visibility upon page load, protecting revenue without disrupting the user experience.
- Detailed analytics by traffic source, campaign, device, and page to tell optimization.
- Validated audience segmentation, allowing teams to remove invalid users from retargeting and data workflows.
- Improved data quality through advanced, adaptive detection models.
Stupay explained that the system gives customers each analytics and mitigation options.
“After traffic arrives, you possibly can get full analytics tailored for the use case of that brand or publisher — when invalid traffic occurred, from where, and on what devices,” he said. “But the following step is mitigation. A brand might resolve to not count a form fill if it appears invalid. A publisher might select not to indicate an ad to what we’ve identified as a bot. It’s about giving them control in real time.”
The company also sees Page Intelligence evolving with generative AI and agentic browsing.
“We’ve lived in a world where, for essentially the most part, a bot is a bot, and it’s something you don’t want to indicate ads to,” Stupay said. “But now we’re moving to a brand new scenario where we’re asking what kind of bot it’s. Classifying that traffic — distinguishing between malicious and bonafide automation — is the following phase of what we’re rolling out.”
Helping publishers clean up inventory
For publishers, the tool can improve each performance and repute.
“Your domain is largely your repute,” Stupay said. “If you might have a big percentage of invalid traffic, you wish to know where it’s coming from. This helps you to judge your traffic sources, crank up the good things, turn off the bad stuff, and stop invalid bid requests before they ever go upstream.”
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He added that cleaner inventory ultimately drives up the worth of the publisher’s domain and builds trust with advertisers and partners.
Behind the scenes, HUMAN continues to evolve its detection technology. Stupay said the corporate maintains a 24/7 threat-intelligence team of information scientists and analysts who monitor signals and harden protections as recent tactics emerge. Its Satori team focuses on “raising the implications” for fraud by working with law enforcement and partners on real-world takedowns of criminal ad-fraud operations.
Why it matters for marketers
Page-level invalid traffic has change into one among the hardest-to-measure types of waste in digital promoting. Bots can trigger clicks, load pages and even simulate engagement signals, inflating metrics while draining media budgets.
By focusing detection where it matters — between click and conversion — HUMAN’s Page Intelligence can provide marketers and publishers with something they’ve long needed: clarity about which interactions are real and that are undermining performance budgets.
“If you think that invalid data is valid and also you start targeting more prefer it,” Stupay said, “you find yourself optimizing toward the incorrect audiences and experiences. We’re helping our partners stop that contamination on the source.”
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