TrafficGuard expands US operations to combat ad fraud

Abisola Tanzako | Feb 21, 2026

Competitor ad fraud detection

TrafficGuard, the ad fraud prevention division of Adveritas, has officially launched operations in the United States. This strategic expansion targets the North American market, which remains the largest digital advertising ecosystem globally by spend volume. The move signals an aggressive push to capture market share in a region heavily impacted by invalid traffic (IVT) and click fraud.

Table of Contents

  1. Leadership and Market Entry
  2. Strategic Takeaway: The Verification Wars

Leadership and Market Entry

To anchor its US presence, the company has secured new senior leadership. Chad de Puy has been appointed as Chief Revenue Officer, while Joseph Lavan joins as Vice President of Channel and U.S. Sales. The appointments indicate a focus on scaling direct sales and channel partnerships within the US performance marketing sector.

The expansion comes at a time when advertisers are scrutinizing Customer Acquisition Costs (CAC) more closely than ever. With US digital ad spend projected to continue its upward trajectory, the absolute dollar value lost to botnets and non-human traffic is increasing proportionally.

Strategic Takeaway: The Verification Wars

The ClickPatrol Analysis: The entry of another established player into the US market confirms that ad verification is moving from a ‘nice-to-have’ to a mandatory line item for serious PPC accounts.

For the average advertiser, this fragmentation of the fraud prevention market presents a specific reality:

  • Feature Velocity: As competition heats up between vendors like TrafficGuard and incumbent US solutions, expect faster rollout of features targeting specific platforms like PMax and TikTok.
  • The Latency Trade-off: More tools often mean more JavaScript tags. Advertisers must balance the granularity of data against site performance.
  • Methodology Over Brand: The name on the tool matters less than the mechanics. Are you blocking by IP, device fingerprint, or behavioral anomalies?

While TrafficGuard brings its own proprietary tech to the table, the fundamental rule remains: rely on data, not default settings. Google and Meta native protections catch the obvious bots, but third-party layers are essential for filtering sophisticated invalid activity that drains budget without converting.

Frequently Asked Questions

  • What is the significance of TrafficGuard entering the US?

    It introduces more competition into the US ad verification market, giving advertisers more options for detecting and blocking invalid traffic.

  • What does this mean for my budget?

    Increased competition among fraud prevention tools may lead to better pricing or more advanced features to protect your ad spend from bots.

  • Is this a risk for my campaigns?

    No. The risk lies in relying solely on ad network default settings. This news simply highlights the importance of third-party verification.

  • What action should I take?

    Audit your current exclusion lists and fraud settings. If you are not using third-party verification, evaluate the market options.

  • How does ClickPatrol help here?

    ClickPatrol provides agnostic, data-driven analysis of your traffic quality to ensure whatever tools you use are actually stopping the click fraud.

Abisola

Abisola

Meet Abisola! As the content manager at ClickPatrol, she’s the go-to expert on all things fake traffic. From bot clicks to ad fraud, Abisola knows how to spot, stop, and educate others about the sneaky tactics that inflate numbers but don’t bring real results.

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