EXTE, a leading programmatic advertising company, announced a strategic integration with HUMAN Security, the trust layer for programmatic media and agentic commerce platforms, verifying engagement, reducing fraud, and enabling authentic interactions across humans, bots, and AI agents. The collaboration aims to deliver secure ad inventory by validating that impressions and traffic come from valid, trustworthy sources, reducing financial risks associated with invalid traffic (IVT) and bot activity.

As part of the partnership, EXTE fully integrated MediaGuard, HUMAN’s Ad Fraud Defence solution. Ad Fraud Defence includes pre-bid mitigation and post-bid reporting tools that leverage real-time traffic analysis, and advanced telemetry. Through this integration, HUMAN provides advanced bot detection, fraud mitigation, traffic monitoring, threat intelligence advisory, and supply quality validation capabilities. With this intelligence, EXTE is able to implement a trust layer before inventory is offered, ensuring that only placements meeting defined quality thresholds are made available to buyers.

"Our collaboration with HUMAN reinforces EXTE’s commitment to quality and transparency in digital advertising. By validating traffic and having evidence that every impression comes from a verified source, we empower our clients to run safer, more effective campaigns while strengthening our position as a trusted partner in ad quality and brand safety," said Alex Martinez, chief strategy officer at EXTE.

"We are excited to join forces with EXTE to help protect its inventory against bots, invalid traffic and digital fraud. HUMAN’s Ad Fraud Defence solution enables  advertisers and publishers to operate in a safer, more reliable environment, enhancing the integrity of the digital ecosystem," Geoff Stupay, SVP, global head of product at HUMAN. 

The alliance also adheres to data privacy and protection standards in accordance with GDPR, CCPA, and other applicable regulations. Risk signal processing, telemetry, and bot detection typically rely on anonymised or pseudonymised data, with safeguards in place to limit  directly identifying users. The initiative incorporates consent-aware controls where applicable, user opt-out mechanisms, and contractual defenses, including confidentiality agreements, independent audits, and robust access and retention controls.

Through this partnership, EXTE not only enhances the quality and efficiency of its ad inventory but also strengthens the trust and transparency underpinning the programmatic ecosystem. The collaboration underscores EXTE’s ongoing commitment to delivering secure, effective, and fraud-free campaigns, solidifying its reputation as a responsible leader in digital advertising innovation.

EXTE

EXTE is a global adtech company that unites contextual intelligence and premium creative to help advertisers and publishers drive outcomes across Display, Video, Rich Media, Native, and CTV—including first-screen experiences. With 300+ employees re...

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