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Pixalate Receives MRC Accreditation for Sophisticated Invalid Traffic (SIVT) Detection

Jul 5, 2017 6:21:07 AM

LOS ANGELES, CA, July 5, 2017 — Pixalate today announced that it has received accreditation from the Media Rating Council (MRC) for Sophisticated Invalid Traffic (“SIVT”) detection and filtration for desktop and mobile web impressions.

Pixalate has also been granted continued MRC accreditation for desktop display viewability measurement. Accreditation also included an assessment of Pixalate’s compliance with the General Invalid Traffic (“GIVT”) provisions of MRC’s Invalid Traffic Detection and Filtration Guidelines.

According to the MRC’s Invalid Traffic Guidelines, SIVT — as compared to GIVT — “consists of more difficult to detect situations that require advanced analytics, multi-point corroboration/coordination, significant human intervention, etc., to analyze and identify.”

“Ad fraud and ad viewability continue to be the two most important challenges facing our industry,” said Jalal Nasir, CEO of Pixalate. “We are thrilled to receive independent validation for our invalid traffic detection and our display viewability technologies.”

Pixalate joins a small group of MRC-accredited companies for viewability and SIVT

With MRC accreditation for desktop display viewability and Sophisticated Invalid Traffic (SIVT) for both desktop and mobile web, Pixalate joins a small group of businesses which provide this range of accredited validation and filtration services to companies in the advertising supply chain.

 “Pixalate is committed to providing platforms, networks, and brands with the tools they need to understand, detect, and prevent all types of ad fraud across the entire digital landscape,” said Amin Bandeali, CTO of Pixalate. “We are proud to have received accreditation from the MRC, and we look forward to continuing to improve our technology to detect, prevent, and ultimately conquer invalid traffic.”

“We congratulate Pixalate on the substantial achievement of earning MRC accreditation for its SIVT detection and filtration processes for desktop and mobile web traffic,” said George W. Ivie, Executive Director and CEO of MRC. “This latest recognition, combined with its existing accreditation for desktop display viewability measurement, puts Pixalate among a select group to have earned these distinctions." 

Examples of SIVT include bots and spiders, or other crawlers masquerading as legitimate users; hijacked devices, user sessions, ad tags, and ad creative; hidden, stacked, covered or otherwise intentionally obfuscated ad serving; invalid proxy traffic; adware and malware; incentivized manipulation of measurements; misappropriated content; falsified viewable impression decisions; falsely represented sites; cookie stuffing, recycling, or harvesting; manipulation or falsification of location data; differentiating human and IVT traffic when originating from the same or similar source, and more.

For more information about the MRC, please visit www.mediaratingcouncil.org. Pixalate MRC accreditation can be viewed here.

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.

Want to learn more about Pixalate's products, and see how we can help you predict and prevent ad fraud? Schedule a demo today

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