Traditionally speaking, OTT was a “secure environment” typically set within the parameters of ‘digital commercial sales’ and championed by larger broadcasters and publishers. However, OTT has evolved over the years. There is a growing number of viral content platforms appearing each day across an ever-expanding app ecosystem. OTT advertising spend continues to grow at a rapid pace — Magna projects a 40% jump in 2018 — but the fragmented ecosystem has opened the door for fraudulent activity.
“Marketers have expressed concerns over inventory quality and ad fraud in OTT, and our industry-first MRC accreditation directly addresses those challenges. OTT advertising is rapidly expanding, and as the industry’s first solution for ad fraud detection and prevention in OTT, Pixalate is ready to guard the growing investments,” says Jalal Nasir, Pixalate CEO.
“The importance of trust and transparency, combined with the ability to control anti-fraudulent activities, directly correlates to a ‘maximum priority’ for advertising and content service providers. Pixalate bring outstanding protection to the Tappx portfolio of in-app programmatic solutions, and now we’re pleased to utilize Pixalate MRC accredited solutions for OTT. Pixalate has helped Tappx implement strategies that reduced IVT by blocking fraudulent apps and increasing app scale,” says José Manuel González Pacheco, Advanced TV & Audio Advertising Strategist and Partnerships Director at Tappx.
Pixalate is the only cross-platform 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 desktop, mobile web, mobile in-app, and OTT for better detection, diagnosis, and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and prevention of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and OTT advertising. www.pixalate.com
Tappx is a leading global AdTech company specializing in advertising solutions for advanced digital platforms including mobile, digital TV and audio. Tappx’ proprietary technology empowers publishers to maximize ad revenues across mobile and OTT channels. Tappx offers a distinct point of difference - its proprietary and state-of-the-art technology has been exclusively engineered for mobile and OTT markets, thereby offering brand and agencies with increased trust and transparency. In 2018, Tappx was Spain’s 2nd fastest growing startup (according to TECH5 and The Next Web). The Tappx platform currently processes a staggering 400 billion ad requests per month worldwide. www.tappx.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.”