--- title: 2019 ad fraud predictions description: The battle against ad fraud is ongoing, and despite the gains made in 2018 — several big ad fraud schemes across desktop, mobile in-app, and Connected TV/OTT were unearthed — ad fraud rates continue to rise. Pixalate CEO Jalal Nasir peers into the future to bring you 6 ad fraud predictions for 2019. image: https://lh3.googleusercontent.com/MXYud2WYyTcu7KKeBIAFMCeGkPHhBX0daBLlimi1aVQFqV7Nf11crXy9Npb927Mgqk9p5g5FkoTWVZqyMXds-p7vi96Is3keE-7yJ3Nz0xR8s_J2Nn1WwchJISTg42Qr40oFKM96 --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://lh3.googleusercontent.com/MXYud2WYyTcu7KKeBIAFMCeGkPHhBX0daBLlimi1aVQFqV7Nf11crXy9Npb927Mgqk9p5g5FkoTWVZqyMXds-p7vi96Is3keE-7yJ3Nz0xR8s_J2Nn1WwchJISTg42Qr40oFKM96) [Mobile](https://www.pixalate.com/blog/topic/mobile) | [Thought Leadership](https://www.pixalate.com/blog/topic/thought-leadership) | [CTV](https://www.pixalate.com/blog/topic/ctv) | 3 min read # 2019 ad fraud predictions Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Dec 20, 2018 9:40:00 AM The battle against ad fraud is ongoing, and despite the gains made in 2018 — our industry exposed several big ad fraud schemes across desktop, mobile in-app, and Connected TV/OTT devices this year — overall ad fraud rates [continue to rise](https://blog.pixalate.com/ads-txt-lowers-ad-fraud-but-invalid-traffic-persists). **Pixalate CEO Jalal Nasir brings you six ad fraud predictions for 2019. **Watch the video and see the full predictions below:   ### **#1: Connected TV/OTT ad fraud attacks have only just begun
** ![](https://lh3.googleusercontent.com/MXYud2WYyTcu7KKeBIAFMCeGkPHhBX0daBLlimi1aVQFqV7Nf11crXy9Npb927Mgqk9p5g5FkoTWVZqyMXds-p7vi96Is3keE-7yJ3Nz0xR8s_J2Nn1WwchJISTg42Qr40oFKM96) - We’ve seen one example of how fraudsters can take advantage of the budding CTV/OTT space ([Business Insider](https://www.businessinsider.com/scammers-attacks-connected-tv-and-ott-devices-2018-11)) - CTV/OTT ad fraud schemes will only grow in scale and complexity ([Pixalate](https://pixal.at/2EBxAco)) - Tru Optik estimates a 62% uptick in OTT ad spend 
([MediaPost](https://www.mediapost.com/publications/article/323588/connected-tv-ad-spend-poised-to-hit-82-billion-i.html)) - Measurement and standardization have not caught up with this space — even as ad spending skyrockets ### **#2: Mobile in-app ad fraud schemes will continue to be unearthed
** ![](https://lh3.googleusercontent.com/Is7jyPaqR3F61qf8u7TQ8bRIobaH-DBy8WfRRXEzsH5_u3URdH7jwF8LkfFMOMSzUZ-al2j7l7g6rOgYNN1omh5E5LeCdqpJNRZS2FtcvJ_TH60bKW4HY2JCxLj0n8Kfp9WDxW0M) - MegaCast was one of the biggest examples of an apparent mobile app ad fraud scheme ([BuzzFeed](https://buzzfeednews.com/article/craigsilverman/how-a-massive-ad-fraud-scheme-exploited-android-phones-to)) - Other app-based attacks have also been unearthed ([BuzzFeed](https://www.buzzfeednews.com/article/craigsilverman/android-apps-cheetah-mobile-kika-kochava-ad-fraud)) - App stores need to take more control over the apps that are allowed onto their 
platforms - App ads.txt will help, but the in-app space remains ripe for the picking ### **#3: Increased consequences for those who commit ad fraud will lead the industry to be more transparent** ![](https://lh3.googleusercontent.com/7VF2f6ztTEQwlQBYVS4l6bvGKiz3qvMjS9uNoRG1IGEIasQHETDlHM3YW99Eb9SK8s2ulFyLatd_NWUdabZ2eqoC8-5_nOEW8YTMLS2ItxRjfG3XoWG1Z4nz0XzMGuewpz64sMHP) - The DOJ’s recent crackdown on an alleged ad fraud operation shows that, in some cases, there are consequences for ad fraud ([AdExchanger](https://adexchanger.com/online-advertising/why-the-doj-finally-cracked-down-on-ad-fraud/)) - We believe law enforcement will stay involved, but fraudsters will remain relatively uninhibited - Rooting out ad fraud requires transparency and industry-wide collaboration - The tides are turning on breach disclosure, and companies will no longer remain quiet ### **#4: Big players will adopt mobile in-app ads.txt quickly** ![](https://lh5.googleusercontent.com/hLeNLO2U-uHx7z3eqAGzdQHUTcou56lghs6NCbPIWs_fxRFMNg5ejinMT5Oz2v-4EiHNXtDz0MYBNkJbOsFUAMdBWs_QAAuEoVDFfZys3mWGLA_jkbOIxSChR-VAcclvXQpoTKSL) - From a technical perspective (for publishers), it’s similar to ads.txt for desktop and mobile web. - We predict top-tier app publishers will quickly adopt ads.txt, but the ‘long tail’ will take longer than it did on desktop - The greatest risk to adoption lies with the app stores, as they will be [required to play a part](https://iabtechlab.com/press-releases/app-ads-txt-released-for-public-comment-as-next-step-to-fight-digital-advertising-inventory-fraud/) ### **#5: Brands will take more control of their ad fraud prevention tech as ‘in-housing’ evolves to its next phase
** ![](https://lh4.googleusercontent.com/ubHOG8za_87rkCxutctlz1Y-YCRNbXIeumM1dTdy_SyHlthooFiyfFkorU0rB3MBw0K0Mckuuq_etzY3nupzitUwkz7BSf-9CYK15bxWFYwwhvasYfp26T_8AN_bXHcgTevqaZfH) - Brands have built or mastered in-house tech platforms, and as they execute their own advertising, they will mature to add their own ad fraud protection - The evolution of in-housing is now turning focus toward improving media quality and protecting investments - Brands want to take more control of the money they are losing to ad fraud ### **#6: Double-digit ad fraud rates will persist** ![](https://lh5.googleusercontent.com/Yr0Ywh-_rGxowoEO0nvudpIXxl7fMKPfV9I1S7mCGr5N87fFRgS6B1w6M01JISHRN9to3mCC2oVBLeULisr7YllUDR7BbERRwKIRzuYQJveHfASnuzS1OIyndatLxaT18sNhQMjb) - Despite the positive impact of some industry-wide initiatives — like ads.txt — double-digit ad fraud rates persist and ad fraud continues to grow ([Pixalate](https://blog.pixalate.com/ads-txt-lowers-ad-fraud-but-invalid-traffic-persists)) - Overall invalid traffic (IVT) rates in the U.S. are 16.6% (Pixalate) - Global mobile in-app ad fraud rates are 17.1% (Pixalate) - Global OTT ad fraud rates are 19%, while U.S. OTT ad fraud rates were 18% (Pixalate) *Want more data-driven insights? Sign up for our blog! * ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Pixalate's 2019 OTT Ad Fraud Guide](https://www.pixalate.com/blog/connected-tv-ott-ad-fraud-guide-2019) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Week in Review: December 17 - 21, 2018 →](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-december-21-2018) ## You May Also Like These Stories on Mobile [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/OpenEPG%20landing%20page%20hero%20image.png) ](https://www.pixalate.com/blog/pixalate-launches-openepg-1.0-analytics-to-bring-linear-tv-grade-measurement-verification-to-open-programmatic-ctv) [Mobile](https://www.pixalate.com/blog/topic/mobile) ### [Pixalate Launches OpenEPG™ 1.0 Analytics to Bring Linear TV-Grade Measurement & Verification to Open Programmatic CTV; 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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.” ** ** *By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/hubfs/2024-08-20_Pixalate_Privacy_Policy.pdf). *Copyright © 2025 Pixalate** * * * * * * * * * * * * * * * * * * * * * * * * * * * * × ## Subscribe to the Pixalate Blog The first step in ad fraud prevention. Loading... 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