--- title: "Pixalate Week in Review: May 4 - 8, 2020" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from 4-8 May 2021. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/pause.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/pause.png) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 2 min read # Pixalate Week in Review: May 4 - 8, 2020 Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) May 8, 2020 5:19:20 PM This week's review of ad fraud and quality in the digital advertising space. ### **1: Apps with app-ads.txt have 13% less IVT** [![app-ads-txt-ivt](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/app-ads-txt-ivt.png?width=600&name=app-ads-txt-ivt.png)](https://info.pixalate.com/2019-app-ads-txt-trends-report) Pixalate's [2019 App-ads.txt and Ads.txt Trends Report](https://info.pixalate.com/2019-app-ads-txt-trends-report) updates programmatic buyers and sellers on the latest trends around the IAB Tech Lab's initiatives. According to Pixalate's data, apps with app-ads.txt have 13% less IVT compared to apps without the file, as of Q4 2019. [![Download Report](https://no-cache.hubspot.com/cta/default/2364596/56e19b44-7a37-45ab-89df-733745ae78fc.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/56e19b44-7a37-45ab-89df-733745ae78fc) ### **2. The 'unknown delta': Advertisers are pushing for more transparency in programmatic** ![transparency](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/transparency.png?width=600&name=transparency.png) "Ad spending is falling, leading advertisers to again seek to greater transparency into the ad-buying supply chain," reported [Digiday](https://digiday.com/media/unknown-delta-publishers-push-again-for-transparency-in-programmatic-ad-buying/). "Nearly half (49%) of ad buys evaporate before reaching publishers, according to a report from trade body ISBA," the article added. "More than a third (34%) of this money is the disclosed fees agencies and ad tech vendors take for trading impressions, while 15% is swallowed up by what the report called an 'unknown delta' on the supply chain that could not be attributed." ### 3. IAB UK creates 'head of ad tech role' to focus on critical issues, including ad fraud ![tech-technology-data](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/tech-technology-data.png?width=600&name=tech-technology-data.png) The IAB UK "created a new role ... focused solely on helping ad tech 'build a more sustainable future,'" reported [AdExchanger](https://www.adexchanger.com/online-advertising/iab-uk-creates-head-of-ad-tech-role-to-focus-on-the-industrys-existential-crises/), quoting Tina Lakhani, who has filled the new position. So what does that mean? Per Lakhani, "A lot of it comes down to education about things like measurement, hygiene and ad fraud." ### 4. Working out the supply chain structure of CTV ![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) "TV’s transformation is often measured by all the ways it has adapted elements of digital media buying," reads an [AdExchanger](https://www.adexchanger.com/tv-and-video/ad-tech-tax-for-ctv-not-so-fast/) op-ed. "But there are other elements of digital buying that may be worth leaving in the past, namely ad fraud, opaque measurement, brand safety and the ever-present ad tech tax." "Converged TV and video [is experiencing the first brushes ](https://www.adweek.com/programmatic/pixalate-ad-fraud-scheme-roku-murkiness-ctv/)with issues such as fraud and brand safety, supply-chain transparency and trust – pitfalls of programmatic media," the op-ed noted. ### **5. More US agencies, brand marketers putting campaigns on hold** ### ![pause](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/pause.png?width=600&name=pause.png) "According to data from Advertiser Perceptions—which fielded responses during two separate periods of the coronavirus outbreak—64% of US agencies and brand marketers surveyed in the first week of April said they’ve postponed a campaign for a later time," reported [eMarketer](https://www.emarketer.com/content/more-us-agencies-and-brand-marketers-are-putting-their-campaigns-on-hold). "That’s 15 percentage points higher compared with those surveyed in the first wave, during the third week of March." ### 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 [← Apps with app-ads.txt have 13% less IVT](https://www.pixalate.com/blog/app-ads-txt-invalid-traffic-ad-fraud-ivt-impact-q4-2019) [** ](https://www.pixalate.com/blog) Next Story [Pixalate receives continuation of MRC accreditation for SIVT detection and filtration across digital environments →](https://www.pixalate.com/blog/mrc-accreditation-multiple-environments-sivt) ## 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-may-8-2020#) # 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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