Pixalate Wins OTT Accreditation First from MRC

In the US, ad intelligence provider and fraud prevention specialist Pixalate has become the first company accredited by the MRC for Sophisticated Invalid Traffic (SIVT) detection and filtration for over-the-top (OTT) video ad impressions.

The company's OTT served video ad impression tracking was also accredited, joining its services for SIVT detection across display, in-app and video ads.

Pixalate was co-founded in 2011 by ad technology veterans Jalal Nasir (now its CEO) and Amin Bandeali, and is backed by venture capital. Two years ago it launched the Video Seller Trust Index (VSTI), offering a cross-platform rating system for video advertising spanning programmatic TV, mobile and desktop formats.

Pixalate's solutions are co-ordinated across display, app, video and OTT advertising to improve detection and elimination of ad fraud. Its analysis suggests global fraud rates in the fast-growing OTT arena average 19% and that marketers 'stand to lose $10 billion in OTT spend' in 2020. Along with the MRC award, the company has announced the addition of high-risk OTT devices and IPs to its pre-bid Blocking solution, and says it now analyzes data from over 55 million OTT devices each month to deliver 'an exhaustive system for identifying fraud in OTT advertising'.

George W. Ivie, Executive Director and CEO of the MRC (Media Rating Council) describes OTT as 'a critical new channel in today's digital landscape' and says the award 'clearly demonstrates Pixalate's position as an industry leader in this space'. Nasir says the news is 'a landmark achievement' for both his company and the market as a whole, adding: 'Our OTT accreditation from the MRC provides brands and platforms with an opportunity to adhere to the invalid traffic guidelines in order to protect their ad dollars and reputation'.

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.