MRC Accredits Pixalate for OTT/CTV

In the US, ad fraud intelligence and marketing compliance platform Pixalate has earned accreditations for multiple metrics from the Media Rating Council (MRC), across over-the-top (OTT) / Connected TV (CTV) ad environments, including server-side ad insertion (SSAI) measurement metrics.

Pixalate works with brands and platforms to protect against fraudulent traffic and improve ad inventory quality. In 2018 it was the first company accredited by the MRC for Sophisticated Invalid Traffic (SIVT) detection and filtration for over-the-top (OTT) video ad impressions. The SSAI measurement metrics accreditation spans desktop, mobile web, mobile app and OTT/CTV environments. In a statement, the company said it considers server-side ad insertion to be one of the largest risk factors to OTT/CTV advertising, threatening millions in ad spend each year.

Pixalate now has MRC accreditation both for video and display advertising SIVT detection and filtration for OTT/CTV. George Ivie (pictured), Executive Director and CEO of the MRC, comments: 'The scope of its newly accredited measurements includes not only additional OTT metrics, but also a range of display and video tracked ads metrics for SSAI traffic. The latter of these, in particular, stands as clear evidence of Pixalate's position at the forefront of this fast-growing and challenging area of digital measurement'.

Web site: www.pixalate.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.