Brandwave

HUMAN Security vs Zefr:Which is more popular?

In September 2026, HUMAN Security had more branded searches than Zefr among brand safety platforms worldwide. HUMAN Security had about 6,610 branded searches, while Zefr had 2,400. HUMAN Security made up 25.8% of all brand safety platform searches we track, and Zefr accounted for 9.4%. When we asked ChatGPT and Google AI Overviews about brand safety platforms, Zefr appeared in four of the five answers and HUMAN Security in two. Zefr was mentioned before HUMAN Security in every answer that named either.

Among brand safety platforms worldwide in September 2026

Who do people search for more?

HUMAN Security, about 3 searches for every 1 for Zefr

HUMAN Security 6.6K searchesZefr 2.4K searches

Who does AI mention more?

Zefr, mentioned in 4 of 5 answers, HUMAN Security in 2

Zefr in 4 of 5HUMAN Security in 2 of 5

Who does AI recommend more?

Zefr, named ahead of HUMAN Security in 4 of 4 answers

Zefr first in 4HUMAN Security never first

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Top brand safety platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Zefr was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. HUMAN Security was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Zefr was listed before HUMAN Security in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Integral Ad Science1st
  2. DoubleVerify2nd
  3. Zefr3rd
  4. HUMAN Security4th
  5. Channel Factory5th
  6. Pixalate6th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Integral Ad Science5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • DoubleVerify4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zefr4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HUMAN Security2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Channel Factory2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pixalate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about brand safety platforms

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Is HUMAN Security or Zefr more popular in search?

This chart shows how often people search Google for HUMAN Security and Zefr by name. Each line represents a brand's share of searches for all six brand safety platforms we track, month by month, from English-language searches worldwide.

HUMAN Security and Zefr among brand safety platforms worldwide, by month

Share of searches by month for HUMAN Security, Zefr. The figures are in the table below the chart.

View monthly share of searches table
MonthDoubleVerifyHUMAN SecurityChannel FactoryIntegral Ad ScienceZefrPixalate
Oct 202533.1%22.2%12.1%18.1%7.9%6.6%
Nov 202530.8%25.3%13.7%16.8%7.5%5.9%
Dec 202532.6%21.8%11.7%17.7%9.7%6.4%
Jan 202631.8%21.2%14.1%17.4%9.3%6.1%
Feb 202632.3%21.6%14.4%17.6%7.8%6.2%
Mar 202631.8%21.2%14.1%17.4%9.3%6.1%
Apr 202632.3%21.6%14.4%17.6%7.8%6.2%
May 202634.7%23.2%12.6%15.4%8.4%5.6%
Jun 202636.3%19.8%13.2%16.1%8.8%5.9%
Jul 202636.3%19.8%13.2%16.1%8.8%5.9%
Aug 202645.9%20.5%9%13.7%5.9%5%
Sep 202631.6%25.8%14.1%14.1%9.4%5.1%

How has the HUMAN Security and Zefr comparison changed over the last 12 months?

3 findings
  • HUMAN Security was ahead of Zefr in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, HUMAN Security’s share of searches among brand safety platforms worldwide moved from 22.2% to 25.8%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
  • Across the 12 months ending September 2026, Zefr’s share of searches among brand safety platforms worldwide moved from 7.9% to 9.4%, and its estimated monthly branded searches moved from 2.9K to 2.4K.

How did search popularity change for brand safety platforms worldwide in September 2026?

2 changes

  1. In September 2026, HUMAN Security gained share of searches among brand safety platforms worldwide, from 20.5% to 25.8%.

  2. In September 2026, Zefr gained share of searches among brand safety platforms worldwide, from 5.9% to 9.4%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using HUMAN Security’s and Zefr’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

HUMAN Security

2 branded search terms

  • human security bot
  • humansecurity

Zefr

1 branded search term

  • zefr

How the Brand Demand Index is measured

Other head-to-heads among brand safety platforms

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