As we continue our mission of providing solutions that enable the advertising technology community to monitor and mitigate against ad fraud, we have added some new reporting features to our tool kit.
INVALID TRAFFIC MONITORING AND FRAUD ALERTS Monitoring all forms of invalid traffic, from general to sophisticated, is the first step in understanding how and what types of fraud are being committed. In order to further support this key phase, we have added Invalid Traffic (IVT) metrics to the Fraud and Non-Fraud reports in our Analytics Dashboard.
Overall Invalid Traffic (IVT), Sophisticated Invalid Traffic (SIVT) and General Invalid Traffic (GIVT) percentages are now accessible via the Analytics Dashboard.
IVT % measures the share of overall invalid traffic as specified in the MRC guidelines.
SIVT/GIVT % measures the overall share of the two IVT categories respectively as specified in the MRC guidelines.
Definitions GIVT: General Invalid Traffic Identified through routines and list-based means of filtration; bots, spiders, other crawlers, non-browser user agent headers, and pre-fetch or browser pre-rendered traffic.
SIVT: Sophisticated Invalid Traffic Identified through advanced analytics, multipoint corroboration, human intervention; hijacked devices, ad tags, creative, adware, malware, and misappropriated content.
By monitoring these rates this closely, our clients and partners have another means to ensure the safety and integrity of their networks. These metrics have also been added to the DAILY NON-HUMAN TRAFFIC EMAIL ALERTS we provide our clients, so they have constant insight in to how their networks are performing.
Pixalate has added reporting metrics to provide yet another weapon in the fight against ad fraud.
MOBILE Mobile ad fraud now constitutes a significant share of all fraud. As consumer mobile adoption continues to grow, so does the focus of fraudsters intent on disrupting and damaging advertising services on those devices.
To support our client’s efforts in fighting the mobile fraudsters, the daily summary reports we provide them now feature rankings on the quality of app and device quality.
Valid App IDs
Unidentified App IDs
Fraud App IDs
Valid Device IDs
Unidentified Device IDs
All of these measures now offer additional weapons in the fight against ad fraud.
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.”