Persona Secures $200 Million to Build the Internet’s Trust Layer

A significant finding in the 2024 Imperva Threat Research report reveals that approximately half of all internet traffic originates from non-human sources. Specifically, malicious bots now account for almost a third of total traffic. These bad bots have evolved to become more sophisticated and elusive, effectively imitating human actions, which complicates their detection and prevention. The rise of AI, automation, and digitally native interactions has upended the simplicity of identity proof. Now, proving identity isn’t just a formality it’s a foundational challenge. Who is behind this transaction, this message, this login? Is it a person, a bot, an AI agent? And most importantly: can they be trusted? This is the question Persona, a San Francisco-based identity infrastructure st