Mobile advertising company creates an additional layer of protection, transparency and measurement
LOS ANGELES, May 20, 2019 -- AdColony, the mobile performance marketplace, announced today that after an extensive vetting process, it has chosen Pixalate as its partner for prevention of digital ad fraud, specifically in mobile app environments.
AdColony already provides multiple layers of protection against ad fraud, including TAG certification and full compatibility with viewability measurement firms Integral Ad Science, DoubleVerify and MOAT.
“We’ve decided to double down on transparency and security for our advertisers,” said Paul Fields, Director of Strategic Partnerships at AdColony. “We’ve taken multiple actions to ensure that nothing can be sold on our platform unless we have absolute certainty about it, and this is yet another step toward 100% accountability. End results are ultimately what advertisers care about, but what happens before the ad gets shown is important too.”
With so many areas of the fraud space still undefined, AdColony was seeking a partner with strong standardization around how they measure ad fraud, as well as a company that held Media Ratings Council (MRC) accreditations for the detection and filtration of SIVT across display, in-app and OTT channels. Pixalate’s ability to audit served and viewable in-app ad impressions across display and video, combined with sophisticated invalid traffic detection and filtration, will help AdColony ensure that all inventory is legitimate.
AdColony also selected Pixalate for its ability to provide granular insights into why fraud is happening, and how. Unlike many other fraud prevention platforms, Pixalate can provide visibility into bundle IDs and even GDPR-compliant, user-level device ID metrics. AdColony values the way these metrics are reported back in a clear and concise way so it can work with its publishing partners to avoid blocking issues.
“The number one challenge facing digital advertising is ad fraud, and today’s main obstacle to fraud prevention is a black box technology approach,” noted Jalal Nasir, CEO of Pixalate. “Our ability to analyze and surface detailed metrics, such as bundle IDs, gives our clients better risk management results. We have invested heavily in mobile in-app fraud prevention, and we are proud to work with AdColony to allow them to transact confidently across their entire platform.”
AdColony’s next step is to support new anti-ad-fraud initiatives, such as the IAB’s App-Ads.txt Specification for in-app environments, which would give advertisers increased transparency and help prevent the selling of counterfeit inventory.
“We are committed to providing the best solutions and the highest degree of transparency and accountability possible for our partners,” said Fields. “We will continue to put our beliefs and values into action by creating more partnerships like this, and supporting controls that will move the industry forward by leveling the playing field for all.”
AdColony is one of the largest mobile advertising platforms in the world with a reach of more than 1.5 billion users globally. With a mission to elevate the state of mobile advertising by focusing on the highest quality consumer experiences that deliver outcomes for brands and publishers on today’s most popular apps, AdColony is trusted by Fortune 500 brands and over 85% of the world’s top grossing mobile publishers. Known for our exclusive Instant-Play™ HD video technology, proprietary rich media formats, our global performance advertising business and programmatic marketplace, and our extensive ad SDK footprint in the top apps worldwide, we are passionate about helping brands connect with consumers at scale on the most important screen in their lives. A fully-owned subsidiary of Otello Corporation, AdColony is a global organization with over 20 offices worldwide.
Pixalate is an omni-channel fraud intelligence company that works with brands and platforms to prevent invalid traffic and improve ad inventory quality. We offer the only system of coordinated solutions across display, app, video, and OTT for better detection and elimination of ad fraud.
Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and OTT advertising. www.pixalate.com
Disclaimer: The content of this blog reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”