As I look back on 2025, one theme stands out. The internet is evolving faster than the systems that support it. Automation is accelerating. AI agents are beginning to participate in everyday digital experiences. Fraud operations continue to adapt in ways that challenge old assumptions. Through all of this, trust is becoming the defining requirement for growth.
This year, our focus at HUMAN was clear. Help organizations understand what is happening on their digital surfaces. Give them the clarity to separate legitimate automation from abuse. And ensure that the humans who depend on these experiences can rely on them.
That required new products, new partnerships, and a renewed commitment to the people who make HUMAN, human.
Explore our full list of 30 key accomplishments from 2025 on our Year in HUMAN page to see how we turned purpose into progress.
Expanding visibility and governing the new era of agentic activity
In July, we introduced HUMAN Sightline, a unified approach to cyberfraud defense designed for an environment where humans, bots, and AI agents interact in the same spaces. Sightline provides the high-fidelity decisioning that modern businesses need. It brings together detection, investigation, and governance so teams can make informed choices about what to allow, what to challenge, and what to stop.
Sightline also delivered AgenticTrust, our trust layer for AI agents.
AI Agents are beginning to shop, browse, fill carts, and interact on behalf of users as companies like Walmart and Target embrace this new market. Agentic traffic grew 1300% in the first three quarters of 2025, and we’ve continued to track strong growth MoM in Q4. To support that future, organizations need a framework that evaluates identity, behavior, and intent in real time. AgenticTrust offers exactly that. It helps teams enable beneficial agentic activity while maintaining firm control over what those agents are permitted to do.
To demonstrate our commitment to a trust layer for the agentic internet, we also built HUMAN Verified AI Agent, an open-source demonstration of cryptographic authentication for AI agents.
It’s not just our view. Recently, Forrester defined an emerging “Bot & Agent Trust Management” market, acknowledging the same shift we’re addressing. That alignment confirms we’re building toward what the industry increasingly recognizes as essential: continuous, intent-aware governance across human and non-human actors.
Strengthening trust in advertising and commerce
The health of the digital economy depends on accurate signals. This year we addressed two critical blind spots.
First, we released Ad Click Defense, which protects platforms from click fraud by validating signals at the moment they occur. Second, we launched Page Intelligence, which validates the quality of traffic immediately after a click lands on a page. This gives marketers a clear view of engagement quality and helps revenue teams understand what is real. Together, these capabilities help advertisers and publishers base decisions on trustworthy data.
Partnering to raise the standard
Trust requires collaboration. In January, we partnered with TollBit to help publishers protect content, manage AI-driven access, and establish fair value exchanges with authorized traffic. In March, we expanded our work with AWS by integrating HUMAN Client-side Defense into AWS Marketplace and AWS WAF. This simplifies compliance with new PCI DSS 4.0 requirements and helps merchants protect cardholder data without increasing operational burden.
These partnerships are grounded in a shared goal. Strengthen the internet by making it easier for organizations to adopt responsible, enforceable trust practices.
Investigations that protect the ecosystem
Our Satori team continued to uncover and disrupt operations that harm users and distort markets. The BADBOX 2.0 investigation and takedown, conducted in partnership with Google and supported by the FBI, revealed a large-scale botnet built on compromised devices. The IconAds investigation exposed fraudulent behavior across hundreds of apps that generated significant volumes of illicit traffic.
These efforts do more than remove bad actors. They reduce fraud-driven costs for advertisers, restore trust in publisher inventory, and help maintain the integrity of digital marketplaces. By disrupting BADBOX 2.0, we helped dismantle a botnet that could have inflated ad traffic or delivered fraudulent payloads, protecting both end users and legitimate businesses. Similarly, by exposing IconAds, we warned advertisers and platforms of a large-scale mobile ad-fraud scheme, preventing further misuse of ad budgets and preserving the quality of the ad ecosystem.
Ultimately, our goal is to help shape industry standards. By documenting methods, sharing findings, and enabling partners to harden defenses, we contribute toward a digital ecosystem where fraud is harder, risk is lower, and legitimate human interactions prevail.
A year of leading with humanity
Progress inside the company matters just as much as progress in the market. In May, we held our first Global HUMAN Day, a company-wide day of service across our major hubs and among our remote teams. It was an opportunity to put our values into action and to give back to the communities where we live and work. I am grateful to every employee who participated and helped make the day meaningful.
Looking ahead
The internet is on the brink of a new chapter. Humans will continue to shape it, but they will increasingly share space with autonomous systems. That should not be a source of fear. It is an opportunity to design with intention, to govern with clarity, and to build experiences that serve people well.
HUMAN’s role is to make that future possible. Sightline, AgenticTrust, Page Intelligence, and Ad Click Defense are the foundations. Our investigations, partnerships, and community efforts strengthen the work around them. In the next year and beyond, we’ll continue advancing new layers of trust and security, designed to bring clarity, accountability, and trust to ad traffic, content environments, and AI-driven interactions.Most importantly, the people of HUMAN bring curiosity, discipline, and purpose to everything we build.
Thank you to our customers, partners, and the teams who made this year what it was. In 2026 we will continue to advance this mission. If your organization is preparing for a world where humans and agents interact side by side, we are ready to help you build trust into every part of the journey.
— Stu Solomon
