--- title: "Pixalate Week in Review: March 8 - 12, 2021" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from 12-16 March 2021. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/consumer-data-privacy-profile.png --- [![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://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/consumer-data-privacy-profile.png) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 2 min read # Pixalate Week in Review: March 8 - 12, 2021 Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Mar 12, 2021 3:30:00 PM This week's review of ad fraud and quality in the digital advertising space. ## **1: Pixalate's 2020 Mobile App-Ads.txt Adoption Report for Google Play Store & Apple App Store apps** ### ![mobile-app-ads-txt-android-q4-2020-cover.png](https://www.pixalate.com/hs-fs/hubfs/Landing_Page_Media/Report%20Covers/mobile-app-ads-txt-android-q4-2020-cover.png.png?width=600&name=mobile-app-ads-txt-android-q4-2020-cover.png.png) Pixalate this week released Mobile App-Ads.txt Adoption Reports for [Google Play Store apps](https://info.pixalate.com/mobile-app-ads-txt-trends-report-android-q4-2020) and [Apple App Store apps](https://info.pixalate.com/mobile-app-ads-txt-trends-report-ios-q4-2020), reviewing mobile app-ads.txt adoption trends in 2020. Pixalate analyzed more than 5.5 million apps for the reports. Of note: From Q1 to Q4 2020, app-ads.txt adoption increased by 79% across the top 10,000 Android apps and 77% across top 10,000 iOS apps. (Top apps are based on the number of programmatic ads sold, net of invalid traffic (IVT), as measured by Pixalate.) [![See The Research (Android)](https://no-cache.hubspot.com/cta/default/2364596/5a7dc550-a987-4bc1-898d-b02953e74825.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/5a7dc550-a987-4bc1-898d-b02953e74825) ## 2: TV networks are building their own ad tech ![mobile-ctv-ott-devices-connected](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/mobile-ctv-ott-devices-connected.png?width=600&name=mobile-ctv-ott-devices-connected.png) [Adweek](https://www.adweek.com/convergent-tv/discovery-disney-viacomcbs-drax-big-networks-internal-ad-tech-streaming/) dives into a budding trend: TV networking building their own ad tech stacks as streaming — and Connected TV (CTV) advertising — continues to grow. "Disney, Discovery and ViacomCBS all have new programmatic solutions," wrote Adweek. ## 3. Google is not the only roadblock for Unified ID 2.0 ### ![stop](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/stop.png?width=600&name=stop.png) In early March, Google noted (without directly saying so) that it would not support the Unified ID 2.0 tracking solution independent ad tech firms have been working on. In this article, [AdExchanger](https://www.adexchanger.com/online-advertising/unified-id-2-0-is-facing-roadblocks-and-not-just-to-do-with-google/) examines some other roadblocks facing Unified ID 2.0, including its scalability, consolidation of power, burner emails, and consumer consent. ## 4. IAB Tech Lab releases new standards for digital ad targeting ### ![iab-tech-lab](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/iab-tech-lab.png?width=600&name=iab-tech-lab.png) The IAB Tech Lab this week "released four new specs that aim to bring more accountability and standardization to the drastically changing online identity and ad targeting practices," reported [Adweek](https://www.adweek.com/media/iab-tech-lab-lays-out-new-standards-despite-looming-questions-from-google/). The specs largely revolve around consumer privacy, regulation frameworks, and ad targeting best practices. ## 5. NYT op-ed says America's privacy settings are 'all wrong' ### ![consumer-data-privacy-profile](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/consumer-data-privacy-profile.png?width=600&name=consumer-data-privacy-profile.png) In this [New York Times](https://www.nytimes.com/2021/03/06/opinion/data-tech-privacy-opt-in.html) opinion piece, the NYT Editorial Board argues that America's privacy settings need a revamp. "Americans have become inured to the relentless collection of their personal information online," the NYT wrote. "One straightforward solution is to let people opt in to data collection on apps and websites." ### 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 [← There was a 107% rise in Apple App Store apps with App-Ads.txt in 2020](https://www.pixalate.com/blog/mobile-app-ads-txt-adoption-ios-apps-q4-2020) [** ](https://www.pixalate.com/blog) Next Story [Top 10 Amazon Fire TV apps with app-ads.txt as of the end of 2020 →](https://www.pixalate.com/blog/top-10-amazon-fire-tv-apps-app-ads-txt-q4-2020) ## You May Also Like These Stories on Weekly Recaps [![](https://www.pixalate.com/hubfs/pixalate-week-review-june-13.png) ](https://www.pixalate.com/blog/june-20-2025) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) ### [Pixalate Week in Review: June 16 - June 20, 2025](https://www.pixalate.com/blog/june-20-2025) Jun 20, 2025 11:09:13 AM | 3 min read [![](https://www.pixalate.com/hubfs/pixalate-week-review-june-13.png) ](https://www.pixalate.com/blog/june-13-2025) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) ### [Pixalate Week in Review: June 9 - June 13, 2025](https://www.pixalate.com/blog/june-13-2025) Jun 13, 2025 11:39:50 AM | 3 min read [![](https://www.pixalate.com/hubfs/June-6-Pixalate-Recap.png) ](https://www.pixalate.com/blog/june-6-2025) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) ### [Pixalate Week in Review: June 2 - June 6, 2025](https://www.pixalate.com/blog/june-6-2025) Jun 6, 2025 1:00:13 PM | 2 min read ** ### 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) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** 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) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/programmatic-ad-fraud-news-march-12-2021#) # Disclaimer 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. 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