LOS ANGELES, CA, July 18, 2017 — Pixalate, a leading real-time ad fraud detection and prevention company, has added MRAID viewability support to its analytics offering. In addition, Pixalate has launched “1Tag,” the first-of-its-kind universal device-aware tag capable of measuring ad fraud and viewability while deciphering between MRAID and non-MRAID inventory across desktop, mobile in-app, mobile web, and OTT.
Pixalate is an MRC-accredited company for display ad viewability and Sophisticated Invalid Traffic (SIVT) detection and filtration for desktop and mobile web traffic.
The addition of MRAID viewability measurement to Pixalate’s dashboard provides clients with more transparent viewability data within mobile app environments.
Mobile Rich Media Ad Interface Definitions (“MRAID”) is an IAB-backed API for mobile rich media formats that run within app environments. The standard enables advertisers to create rich media ads and activate those ads within mobile apps at scale.
“Mobile has become the primary way in which marketers share their stories, but until now, it has been difficult for them to measure viewability within app environments,” said Jalal Nasir, CEO of Pixalate. “By adding MRAID viewability reporting to our analytics dashboard, we are giving marketers the most comprehensive look at mobile performance available.”
Using Pixalate’s groundbreaking 1Tag, customers can deploy the same tag for desktop, mobile in-app, mobile web, and OTT. The script determines which device it is being served on, and whether it’s MRAID-supported or not, and automatically adapts in real-time. The tag is capable of measuring viewability and ad fraud across the spectrum of devices and ad formats used by today’s leading marketers.
“As part of our commitment to continuous innovation, 1Tag is compatible with the current infrastructure of supporting components. It detects the environment it gets served into and automatically downloads the correct payload,” said Amin Bandeali, CTO of Pixalate. “1Tag supports MRAID v2 and v3 and is capable of capturing all of the data points available as part of the MRAID specification to be used as verification signals for ad fraud detection.”
In early July 2017, the IAB updated the MRAID specification to include viewability support. Pixalate has followed suit by adding MRAID viewability support to its analytics dashboard.
Clients who enable MRAID measurement with Pixalate will gain instant access to data that has previously not been available to them in any standardized format.About Pixalate
Pixalate, Inc. is a leading global intelligence platform and real time-fraud protection provider. Pixalate is a Media Rating Council-accredited vendor for display ad viewability and Sophisticated Invalid Traffic (SIVT) detection and filtration for desktop and mobile web traffic. For more information, please visit www.pixalate.com.
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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.”