Hakuhodo DY Holdings announced on June 29 that it had established a new company, “Ads for Humanity,” in April to exclude AI and bots and deliver advertisements exclusively to humans, and had begun selling a new advertising product, “Human-Verified Ad,” through the new company. It leverages “World ID,” a human-verification technology co-invented by Sam Altman and others.
“World ID” is an ID that enables users to prove that they are “a real human being” without disclosing personal information by scanning their irises with a dedicated device. More than 18 million people worldwide have a World ID.
The advertising network “Human-Verified Ad Network” is based on World ID’s human-verification technology and blockchain technology from South Korea’s LG Electronics, and records ad-delivery results on a blockchain. Advertisers can verify that their advertisements reached humans.
Ads will be delivered through “WISE Ads,” the advertising-delivery service of “Hakuhodo DY ONE,” supporting display ads, in-feed ads, and video ads.
In recent years, AI agents have increasingly come to understand context and autonomously perform ad clicks and form entries in ways indistinguishable from human activity, contributing to a worsening problem of fraud in digital advertising (ad fraud). The new company was established in response to this issue.
Going forward, the company plans to expand its pool of verified users through partnerships with service providers and broaden its ad-delivery reach through collaborations with media companies.
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