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.”
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.
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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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.”