HUMAN and Opera Ads join forces to combat CTV Ad Fraud

HUMAN and Opera Ads this week announced a partnership aimed at bolstering the security and integrity of Connected TV (CTV) advertising. This collaboration, revealed just two days ago, addresses the growing concerns surrounding ad fraud in the rapidly expanding CTV market. By integrating HUMAN's pre-bid detection and mitigation solution into Opera Ads' platform, the two companies seek to protect the vast omni-channel marketplace that connects with a global audience across various verticals, including e-commerce and gaming.

The CTV landscape presents a significant opportunity for streaming services and brands to engage with consumers through compelling content and advertising. According to projections cited in the announcement, CTV is expected to reach 238.3 million U.S. consumers by 2025. This massive potential, however, comes with inherent risks that necessitate robust security measures to maintain a healthy advertising ecosystem.

Opera Ads manages an extensive inventory portfolio. The scale of their operation is impressive, handling over 400 billion requests daily. This volume underscores the critical need for advanced fraud prevention mechanisms. Marcio de Barros, Vice President of Adtech at Opera Ads, emphasized the importance of this integration, stating that it will play a crucial role in safeguarding users' online experiences and maintaining the integrity of the broader advertising ecosystem.

HUMAN Security brings to the table its Ad Fraud Defense solution, which has been protecting against emerging digital ad threats for over 12 years. The company's approach to security is comprehensive, examining more than 20 trillion interactions per week globally. This extensive visibility, combined with HUMAN's industry relationships and experience, positions them well to combat sophisticated bot attacks and CTV-based fraud operations.

The partnership addresses several unique challenges present in the CTV advertising space. Unlike traditional digital advertising channels, CTV environments often have limited on-device measurement capabilities and rely heavily on server communication. These characteristics make CTV particularly vulnerable to certain types of fraud, necessitating specialized protection measures.

HUMAN's role in this collaboration extends beyond mere fraud detection. The company will provide Opera with fraud analytics services, focusing particularly on the CTV sector. This analytical approach is crucial for understanding the evolving nature of ad fraud and developing proactive strategies to counter new threats as they emerge.

The integration of HUMAN's technology into Opera Ads' platform is expected to enhance the overall quality of the advertising inventory. By filtering out fraudulent traffic at the pre-bid stage, advertisers can have greater confidence in the authenticity of their ad placements. This increased trust is vital for the continued growth and sustainability of the CTV advertising market.

For Opera Ads, this partnership represents a significant step in their commitment to maintaining a secure and transparent advertising environment. The company's omni-channel marketplace spans over 35 verticals, making it a prime target for fraudsters seeking to exploit the complexities of diverse advertising channels. By implementing HUMAN's pre-bid detection solution, Opera Ads aims to create a more resilient ecosystem that can withstand sophisticated fraud attempts.

The collaboration between HUMAN and Opera Ads also highlights the importance of collective defense in the fight against cybercrime. Rick Holtman, VP Sales, Media Security at HUMAN, emphasized this point, stating that HUMAN Security's mission is to make the internet safer and more trustworthy at every interaction, including those within the advertising supply chain.

From a technical standpoint, the integration of HUMAN's solution into Opera Ads' platform involves complex systems designed to analyze traffic patterns and identify anomalies indicative of fraudulent activity. This process occurs in real-time, allowing for immediate action to be taken against suspicious traffic before it can impact advertising campaigns.

The partnership between HUMAN and Opera Ads comes at a time when the advertising industry is grappling with increasingly sophisticated fraud techniques. Bot networks, for instance, have become more adept at mimicking human behavior, making them harder to detect through traditional means. HUMAN's approach, which leverages machine learning and behavioral analysis, is better equipped to identify these advanced threats.

Moreover, the collaboration addresses a critical need in the CTV advertising space for standardized security measures. As the CTV market continues to grow and evolve, establishing robust fraud prevention protocols becomes essential for maintaining advertiser confidence and protecting the interests of legitimate publishers and platforms.

The impact of this partnership extends beyond just Opera Ads and its immediate user base. By setting a precedent for advanced fraud prevention in CTV advertising, HUMAN and Opera Ads are contributing to the overall health of the digital advertising ecosystem. Their efforts may encourage other players in the industry to adopt similar measures, potentially leading to a more secure and transparent advertising landscape.

As the digital advertising industry continues to adapt to the challenges posed by fraud, partnerships like the one between HUMAN and Opera Ads demonstrate the value of specialized expertise in combating these threats. The integration of advanced security measures into advertising platforms represents a proactive approach to addressing vulnerabilities before they can be exploited at scale.

Key facts about the HUMAN and Opera Ads partnership

Announcement date: September 4, 2024

HUMAN Security will provide pre-bid detection and mitigation for Opera Ads

Focus on protecting Connected TV (CTV) advertising traffic

Opera Ads handles over 400 billion requests daily

CTV projected to reach 238.3 million U.S. consumers by 2025

HUMAN examines over 20 trillion digital interactions per week globally

Partnership aims to enhance security across Opera Ads' omni-channel marketplace

Integration addresses unique challenges in CTV advertising, including limited on-device measurement

Collaboration expected to improve overall quality of advertising inventory

Partnership emphasizes collective defense against cybercrime in advertising