HUMAN announces 18 members in its Founding class, bringing together more than 20 industry leading companies across the advertising supply chain for stronger collective protection against bot attacks and fraud
NEW YORK — (October 13, 2021) — HUMAN Security, Inc. (formerly White Ops)—the global leader in collective protection against sophisticated bot attacks and fraud—today announced its full Founding class for the recently-launched Human Collective, rounding out Flagship members Omnicom Media Group, The Trade Desk, Magnite and Amica: Beachfront; Butler Till; Ericsson Emodo; Gumgum; Index Exchange; Inmobi; Kargo; Media.net; MediaMath; Rise Codes; Sharethrough; Smart AdServer; Sonobi; Sovrn; Triple Lift, Inc.; Xandr Monetize; Yieldmo; and You & Mr Jones. The Founding member launch officially marks an inflection point for the Human Collective as the program continues to scale while demonstrating the eagerness of HUMAN clients and partners to collaborate to protect the digital ecosystem by keeping advertising human.
Losses caused by ad fraud are expected to continue costing the industry billions of dollars each year, and sophisticated bot attacks enabled by cybercriminals pose a significantly increasing threat to the entire ecosystem. By committing to HUMAN’s principle of a collectively protected ecosystem, members of The Human Collective work together to gain greater visibility into the behavior and tactics of cybercriminals, bolstering protection capabilities against fraud for their own organizations and the industry as a whole.
“Our Founding and Flagship members represent a diverse group of organizations that are committed to stopping fraud–working together to ensure a safer ecosystem for digital advertisers, the agency and brands community, technology partners, and publishers whose content powers the environment,” said HUMAN Co-Founder and CEO Tamer Hassan. “This group of initial members is playing an integral role in the foundation, development and overall shaping of the Human Collective, and it’s just the beginning.”
Fraud continues to be a substantial threat to the digital advertising ecosystem and online interactions, with new and evolving formats, such as Connected TV (CTV), providing access points for bad actors. As buyers increasingly move their marketing budgets to these digital formats, fraudsters are incentivized to follow the money, investing time and resources to devise new ways to scam and exploit.
“It’s no secret that viewership and ad spend continue to skyrocket in Connected TV environments, and so it is critical that our industry is constantly collaborating to drive greater integrity, quality, and transparency throughout the supply chain,” noted Tom St. John, Head of Partnerships at Beachfront, the convergent TV advertising platform. “We’re thrilled to expand our first-to-market CTV partnership with HUMAN and eager to collaborate with Collective members to continue mitigating and eliminating the impacts of fraud in advertising.”
“Fraud is a constantly evolving concern within the advertising industry, and having the capabilities to combat bot attacks and fraud across the digital supply chain is vital,” added Justin Adler-Swanberg, Director of Marketplace Quality at MediaMath. “Together with The Human Collective, we’ll be able to strengthen protection around the numerous access points of the digital media ecosystem and create a secure, accountable, addressable, and aligned environment for advertisers.”
As one of the recent Founding members to join the cohort, Ericsson Emodo Chief Operating Officer Damian McKenna explained, “At Emodo, our foremost goal is to improve the quality of advertising across the programmatic ecosystem, from supply-side to demand-side. Through this collaborative effort, we’re raising the stakes on ad fraud. On top of our predictive models, HUMAN offers an additional guarantee to our partners that the inventory we provide is high-quality, verified, and devoid of bad actors.”
Fighting fraud is a collaborative effort. Through HUMAN’s ability to verify the humanity of more than 10 trillion interactions per week and to see 2 billion devices a month, we have a unique opportunity to collaborate as an industry to take down cybercriminal organizations like Methbot and most recently with PARETO. When we work together, our defense is unstoppable. It’s how we win against the bad actors. This group of organizations was hand-picked to enhance and embolden the foundation provided by the Flagship class. HUMAN looks forward to continued expansion as it begins to welcome new contributing members. For more information or to join The Human Collective, visit www.humansecurity.com/humancollective.
Beachfront is the convergent TV advertising platform that enables unified decisioning and monetization across Connected TV (CTV), set-top box video-on-demand (VOD), linear, and national addressable television. Leading media owners, programmers, and distributors such as AMC, VIZIO, Newsy, Stadium, Frontier, Philo, and Xumo leverage Beachfront’s TV-first tech stack to maximize revenue and improve operational efficiency, while delivering best-in-class ad experiences to their audiences. Founded in 2007, Beachfront is an independent, private equity-backed company based in New York City. In 2017, former U.S. Secretary of Commerce Penny Pritzker, through her investment firm PSP Partners, acquired a majority stake in Beachfront along with Growth Catalyst Partners. Learn more at beachfront.com
MediaMath helps the world’s top brands deliver personalized digital advertising across all connected touchpoints. Over 9,500 marketers in 42 countries use our enterprise software every day to launch, analyze, and optimize their digital advertising campaigns across display, native, mobile, video, audio, digital out of home, and advanced TV formats. Founded in 2007 as a pioneer in “programmatic” advertising, MediaMath is recognized as a Leader in the Gartner 2020 Magic Quadrant for Ad Tech and has won Best Account Support by a Technology Company for two years in a row in the AdExchanger Awards.
MediaMath initiated an industry-wide effort to create a 100% accountable, addressable and aligned supply chain through SOURCE ecosystem. SOURCE by MediaMath is a technical and commercial framework for agencies, brands, tech companies, and content owners designed to provide long-term sustainable solutions for a clean digital media supply chain with brand-safe, viewable inventory. MediaMath has offices in 15 cities worldwide and is headquartered in New York City. To learn more about how MediaMath helps innovative marketers delight their customers and drive real business outcomes, follow us at @mediamath or visit www.mediamath.com.
About Ericsson Emodo
Emodo is the independent provider of high-impact audience, inventory and creative solutions that elevate campaign results through the application of machine learning technologies. The company’s machine learning models proactively identify top-performing inventory and audiences, pre-bid. Emodo’s ML models are continuously trained by the industry’s most accurate truth sets, including exclusive data from mobile telcos and networks. Through its horizontally-integrated platform, Emodo offers both supply- and demand-side capabilities and a highly-optimized path for both buyers and sellers. Emodo solutions are available through every leading DSP and through Managed Service, making it easy for advertisers to buy however they wish.
Emodo is a wholly-owned subsidiary of Ericsson, a world leader in telecommunications technology and services that powers billions of mobile connections worldwide.
HUMAN is a cybersecurity company that protects enterprises from bot attacks to keep digital experiences human. We have the most advanced Human Verification Engine™ that protects applications, APIs and digital media from bot attacks, preventing losses and improving the digital experience for real humans. Today we verify the humanity of more than 10 trillion interactions per week for some of the largest companies and internet platforms. Protect your digital business with HUMAN. To Know Who’s Real, visit www.humansecurity.com.
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