MediaPost reported that Pixalate "receivedaccreditation from the Media Rating Council (MRC) for sophisticated invalid traffic (SIVT) detection and filtration for desktop and mobile web impressions."
The article added: "In addition, the fraud protection provider said it has been granted continued MRC accreditation for desktop display viewability measurement. The accreditation included an assessment of Pixalate’s compliance with the General Invalid Traffic (GIVT) provisions of MRC’s Invalid Traffic Detection and Filtration Guidelines."
“This latest recognition, combined with its existing accreditation for desktop display viewability measurement, puts Pixalate among a select group to have earned these distinctions,” stated George W. Ivie, executive director and CEO of MRC.
Disclaimer: The content of this page 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.”