--- title: "Pixalate Week in Review: August 21 - 25, 2017" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from 21-25 August 2017. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/phone-TV-remote-clicker-smartphone-mobile.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/phone-TV-remote-clicker-smartphone-mobile.png) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 2 min read # Pixalate Week in Review: August 21 - 25, 2017 Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Aug 25, 2017 4:58:35 PM This week's review of ad fraud and quality in the digital advertising space. ### **1. Google issuing refunds due to invalid traffic problems**** ** **![money-piles.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/money-piles.png?width=640&name=money-piles.png)** The [*Wall Street Journal*](https://www.wsj.com/articles/google-issuing-refunds-to-advertisers-over-fake-traffic-plans-new-safeguard-1503675395) has reported that "Google is issuing refunds for ads that ran on websites with fake traffic." The article adds, "In the past few weeks, the Alphabet Inc. unit has informed hundreds of marketers and ad agency partners about the issue with invalid traffic, known in the industry as 'ad fraud.' The ads were bought using the company’s DoubleClick Bid Manager over the course of a few months this year, primarily in the second quarter." ### **2. Providence Equity buys majority of DoubleVerify for $200 million** ![handshake.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/handshake.jpg?width=640&name=handshake.jpg) Providence Equity, a private equity firm, has bought the majority of DoubleVerify for $200 million, reported the [*Wall Street Journal*](https://www.wsj.com/articles/providence-acquires-majority-stake-in-doubleverify-1503487802?mod=e2twcmo). The investment values DoubleVerify at $300 million. "As advertisers boost their digital ad budgets to reach consumers online, they’re increasingly looking for verification that their ads are seen and clicked on by real people, versus so-called bots that mimic human behavior, and that they appear in or near media content deemed safe and appropriate," wrote the *WSJ*.  ### **3. VPAID improves video measurement, but gaps remain in mobile and OTT ** ![phone-TV-remote-clicker-smartphone-mobile.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/phone-TV-remote-clicker-smartphone-mobile.png?width=640&name=phone-TV-remote-clicker-smartphone-mobile.png) "Although the Video Player Ad-Serving Interface (VPAID) was meant to create better measurement in online video, it’s not that compatible with mobile video or OTT," wrote [AdExchanger](https://adexchanger.com/ad-exchange-news/vpaid-may-improve-video-measurement-gaps-remain-mobile-ott/). Learn more about the challenges. ### **4. 'Fixing programmatic' and uniting the industry**  ![puzzle-pieces-together.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/puzzle-pieces-together.png?width=640&name=puzzle-pieces-together.png) In a guest post on [The Drum](http://www.thedrum.com/industryinsights/2017/08/25/programmatic-technology-the-next-10-years), Nigel Gilbert, VP, Strategic Development, EMEA, AppNexus, wrote, "The good news is the world of programmatic is moving towards a more efficient and transparent model. Viewability will become the default currency, where marketers only pay for viewable impressions. Marketers like P&G are already demanding viewable, fraud-free, effective digital advertising."  ### **5. New adware being spread through Facebook Messenger** **![facebook-messages.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/facebook-messages.png?width=640&name=facebook-messages.png)****** ********According to [Fossbytes](https://fossbytes.com/facebook-messenger-malware-windows-linux-macos/), citing research from Kaspersky Labs, a new adware/malware attack is happening via Facebook Messenger. "The malware fools people into clicking on malicious links and attempts to download adware," wrote Fossbytes. "This campaign is targeting Windows, macOS, and Linux users*."* *Sign up for our blog to stay updated with new stats, trends, and analysis on digital ad fraud.* ### 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 [← Nearly 5% of desktop video ad clicks are accidental](https://www.pixalate.com/blog/accidental-clicks-desktop-video-display-ads-data) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Week in Review: August 28 - September 1, 2017 →](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-september-1-2017) ## 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-week-in-review-august-25-2017#) # 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. 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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