A project born in the university setting, a fully Italian technology, and a clear vision on how to truly optimize digital marketing campaigns, ensuring greater security and effectiveness. It’s called Adplayon, a new platform designed to detect and prevent fraudulent activity in web traffic, developed by Revelop, a digital company founded in the university environment with support from the 2021-2027 Cohesion Funds and recently awarded as one of the 10 best innovative projects in Europe.

Leading its launch in the Italian and international markets is Anita Intra, a seasoned professional in media and digital advertising, now the project’s Business Advisor. “After eight years leading the Direct & Performance Marketing business unit at Manzoni, I felt the need for a new challenge,” Intra told Engage. “When I met the Revelop team, I immediately recognized the potential of this technology. It’s not just another blocking tool, but a platform able to analyze, interpret, and progressively improve campaign quality.”

A new approach to traffic quality

Adplayon was created to counter in an advanced way the anomalous traffic that often undermines the effectiveness of performance marketing activities. “We focus on several areas, including Direct Email Marketing (DEM), Display, Push and SMS, Native and Programmatic,” explains Intra. Unlike other fraud detection solutions, the platform doesn’t just block suspicious leads but intervenes throughout the entire campaign lifecycle, replacing non-compliant traffic in real-time with certified new channels to ensure continuity, quality, and goal achievement.

“Today many anti-fraud solutions block traffic at the start, even before the campaign launches,” says Intra. “We instead conduct continuous analysis — before, during, and after — using machine learning tools and human oversight. And above all — and this is the difference — we don’t leave the client halfway through the campaign: anomalous traffic is replaced on the fly, maintaining the expected lead volume but with real and clean data.”

Direct marketing at the core

One of the factors that makes Adplayon unique in the market is its specific focus on direct marketing, a strategic but often neglected area by major ad-fraud platforms that focus mainly on video and display formats.

“The DEM channel is one of the most effective but also among the most affected by invalid traffic,” emphasizes Intra. “Many companies have lost trust due to fake or unverifiable leads. With Adplayon, we want to restore transparency and value to a still fundamental tool for lead generation.”

The platform can analyze traffic on DEM, SMS, Push Notifications, Native, Programmatic, and Display, and is already a Google Partner and Meta Partner. Integration happens via pixel, and the platform is currently offered on a CPL basis, with CPC coming soon.

Modular technology, multi-level analysis

Adplayon is built on a modular architecture developed in open source and uses a combination of advanced technologies to build a dynamic Fraud Score. It evaluates technical aspects (IP, user-agent, resolutions, browser language, geolocation), behavioral ones (frequency, repetition, conversion rate), and logical aspects (flow anomalies, temporal clustering), combining automation with human supervision.

“It’s not a black box: we provide detailed, readable reports that clearly highlight which leads are anomalous, which are valid, and how traffic was optimized throughout the campaign,” Intra adds. “Clients can see exactly how we intervene, not just preventively but also correctively. This transparent approach is receiving very positive feedback from companies and media agencies.”

A product designed for all investment levels

The platform is designed to meet the needs of both large digital spenders and small to medium-sized companies wanting to test lead generation activities safely and effectively. “We can activate campaigns starting from just a few hundred leads, or work on much larger volumes. Each client receives a tailored service with the platform included,” Intra specifies.

The project was developed by a team of software engineers led by Paolo Rinaldesi, creator and technical head of the platform, and Francesco Ranieri, CFO of Revelop. “I bring the marketing and commercial vision,” explains Intra, “while the tech team built a truly advanced system, born from a real market needs analysis and not just a replication of what already exists.”

After the official launch in Italy, Adplayon is now looking abroad, targeting France, Spain, Germany, and the UK as its initial reference markets. “Our goal is ambitious but realistic: to bring an Italian anti-fraud technology, effective and transparent, to the main European markets. And finally offer digital investors a tool that not only protects their budgets but makes them perform at their best.”