Primis Expands Partnership with HUMAN to Strengthen Trust Across Digital Advertising Ecosystem

Rhea-AI Summary

Primis, a discovery platform, has expanded its partnership with HUMAN Security to enhance digital advertising fraud prevention. The key development is Primis' transition from post-bid monitoring to pre-bid filtering using HUMAN's Ad Fraud Defense solution, MediaGuard.

The enhanced integration allows Primis to analyze bid requests before initiation, preventing invalid traffic from entering its marketplace. This proactive approach aims to validate ad inventory cleanliness before reaching buyers, enabling advertisers to make more informed decisions and strengthening trust in programmatic advertising.

The partnership leverages HUMAN's technology to detect and mitigate ad fraud across display, CTV, and digital audio channels, providing publishers and advertisers with improved transparency and control over ad placements.

Positive

• Implementation of pre-bid filtering technology enhances ad inventory quality
• Expanded fraud prevention capabilities across multiple advertising channels
• Improved transparency and control for publishers and advertisers

Negative

• None.

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HUMAN's Ad Fraud Defense empowers platforms with pre-bid detection and mitigation controls to maintain marketplace integrity

TEL AVIV, Israel, April 15, 2025 /PRNewswire/ -- Primis, the leading discovery platform, today announced that it's expanding its partnership with HUMAN Security , a leading cybersecurity company committed to safeguarding every step of the customer's online journey by defending against bots, fraud, and digital risk. This collaboration reinforces Primis' commitment to raising industry standards and eliminating fraud from the digital advertising ecosystem.

As part of this expansion, Primis has transitioned from post-bid monitoring to a proactive pre-bid filtering approach with HUMAN's Ad Fraud Defense solution, MediaGuard. With Ad Fraud Defense, Primis will now analyze bid requests before bid initiation, stopping invalid traffic from entering its marketplace. This will empower Primis to deliver greater transparency, value and performance for all partners.

"Implementing HUMAN's pre-bid filtering capabilities is a game-changer in reducing ad fraud before it enters the ecosystem," said Maayan Segal, COO of Primis. "This shift helps us validate that our ad inventory is clean before reaching buyers, helping advertisers make more informed decisions and reinforcing trust in programmatic advertising."

"I'm thrilled to welcome Primis back to HUMAN and to see them deepen their integration with our Ad Fraud Defense, further strengthening trust within the advertising ecosystem," said Rick Holtman, SVP Sales, Media Security at HUMAN Security. "HUMAN's market-leading Ad Fraud Defense provides ad tech platforms with pre-bid controls to reach genuine human audiences with their programmatic inventory. Analyzing signals across display, CTV, and digital audio, HUMAN detects and mitigates ad fraud with unmatched scale, speed, and decision precision."

Primis provides publishers and advertisers with robust transparency and control across ad placements on their network. By integrating HUMAN Security's ad fraud detection and mitigation technology, Primis strengthens the integrity of its inventory and delivers added value to clients.

About Primis:

Primis is the leader in Video Discovery. Their video ad monetization platform increases publishers' revenue by helping users discover high-quality video content. Trusted by over 200 digital publishers, Primis reaches more than 450 million unique users each month with a personalized, engagement-driven experience that encourages deeper content exploration and repeat visits.

Primis is also the creator of Sellers.guide, a free automated tool for managing and optimizing ads.txt files. It provides helpful information and industry benchmarks to promote transparency and efficiency in the programmatic advertising ecosystem.

Primis is owned by Universal McCann and The Interpublic Group of Companies, Inc. (NYSE: IPG).

 

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View original content:https://www.prnewswire.com/news-releases/primis-expands-partnership-with-human-to-strengthen-trust-across-digital-advertising-ecosystem-302428625.html

SOURCE Primis

FAQ

What changes did Primis implement in its partnership with HUMAN Security?

Primis transitioned from post-bid monitoring to pre-bid filtering using HUMAN's Ad Fraud Defense solution, enabling bid request analysis before initiation to prevent invalid traffic.

How does HUMAN's Ad Fraud Defense benefit Primis' advertising ecosystem?

It validates ad inventory cleanliness before reaching buyers, enhances transparency, and strengthens trust in programmatic advertising through pre-bid detection and mitigation controls.

What advertising channels does HUMAN's fraud detection cover for Primis?

HUMAN's technology analyzes signals across display, CTV (Connected TV), and digital audio channels.

What improvements can advertisers expect from Primis' enhanced fraud prevention?

Advertisers will benefit from cleaner ad inventory, more informed decision-making capabilities, and improved transparency across ad placements.