This week, Pixalate released the Q2 2023 Supply Chain Object Verification Report. The analysis contains insights from Pixalate’s OpenRTB SCO validation process, which examines supply paths across CTV, mobile apps, desktop, and mobile web, and measures Invalid Traffic (IVT) rates, inclusive of ad fraud, across all the supply paths analyzed.
According to a report by The Wall Street Journal, Meta intends to adopt a "Pay for your Rights" framework, wherein European Union users will be required to pay an annual fee of $168 (€160) unless they consent to relinquishing their fundamental right to privacy on platforms like Instagram and Facebook. Past events have demonstrated that Meta's governing body, the Irish Data Protection Commission (DPC), is inclined to endorse any method that enables Meta to circumvent the General Data Protection Regulation (GDPR). Nevertheless, the company might also leverage a specific excerpt from a recent ruling by the Court of Justice of the European Union (CJEU) to substantiate its approach.
This week,noybcovered this news in their article 'Meta (Facebook / Instagram) to move to a "Pay for your Rights" approach'.
Pixalate in the News
Pixalate's newly-released Supply Chain Object Verification Report was covered this week by MediaPost in their article titled 'Inaccurate Supply-Path Data Tied To Up To 65% Higher Invalid Traffic'.
"A new type of report from Pixalate finds that incomplete or inaccurate supply-path reporting is associated with significantly elevated invalid traffic (IVT) rates in programmatic OpenRTB buys...
...Pixalate used an SCO validation process that evaluates whether a supply path legitimately originated from a publisher and whether that publisher has a direct relationship with the first seller in the supply chain, and also measured IVT rates across the analyzed supply paths...
...The company monitored more than 20 billion CTV/OTT, mobile in-app and programmatic ad impressions during Q2 and compiled validation data during the month of June."
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.”