--- title: "Pixalate Week in Review: August 27 - 31, 2018" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from 27-31 August 2018. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/mobile-phones-group.jpg --- [![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/mobile-phones-group.jpg) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 2 min read # Pixalate Week in Review: August 27 - 31, 2018 Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Aug 30, 2018 2:06:01 PM This week's review of ad fraud and quality in the digital advertising space. ### **1. The mobile app ad landscape looks entirely different compared to 1 year ago** [![MSTI-Q2-2018-mobile-app-programmatic-ad-quality](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/MSTI-Q2-2018-mobile-app-programmatic-ad-quality.jpg?width=600&name=MSTI-Q2-2018-mobile-app-programmatic-ad-quality.jpg)](https://www.pixalate.com/mobile-seller-trust-index-june-2018-programmatic-ad-quality-apps) Pixalate’s [Q2 2018 ad fraud benchmarks](https://blog.pixalate.com/state-of-invalid-traffic-ad-fraud-programmatic-q2-2018) reveal that about 23% of mobile in-app advertising is invalid. The ever-changing world of ad fraud – and the complexity of staying on top of the challenge — is reflected in our [Seller Trust Indexes](https://www.pixalate.com/sellertrustindex/mobile/#!global). Case in point: Nearly 65% of the top 30 [mobile in-app programmatic ad sellers](https://www.pixalate.com/mobile-seller-trust-index-june-2018-programmatic-ad-quality-apps) are different compared to one year ago. ### **2. What you need to know about the MRC's Mobile In-App SIVT Guidelines** **[![mrc-mobile-app-sivt-guidelines-invalid-traffic](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/mrc-mobile-app-sivt-guidelines-invalid-traffic.jpg?width=600&name=mrc-mobile-app-sivt-guidelines-invalid-traffic.jpg)](https://www.pixalate.com/mrc-mobile-app-sivt-givt-ivt-invalid-traffic-guidance)** Pixalate breaks down the MRC's interim guidance for [mobile in-app SIVT](https://www.pixalate.com/mrc-mobile-app-sivt-givt-ivt-invalid-traffic-guidance). SIVT within in-app environments has many varied characteristics — both in structure and detection solutions — compared to web traffic (desktop and mobile web). It is important that entities operating in the mobile in-app digital advertising ecosystem take these differences into consideration when establishing their internal control framework and their SIVT detection/filtration processes.  ### **3. Third-party cookies down 22% on European news sites since GDPR** ![gdpr-compliance-2](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/gdpr-compliance-2.jpg?width=600&name=gdpr-compliance-2.jpg) "Since the GDPR became enforceable, the number of third-party cookies found on news websites in Europe declined by 22%, according to a study by Reuters Institute," reported [eMarketer](https://content-na1.emarketer.com/the-gdpr-is-a-cookie-monster). "[Reuters researchers] found that the number of third-party cookies used per webpage declined from about 80 in April to about 60 in July." ### **4. Mobile apps lagging behind in GDPR compliance** ![mobile-phones-group](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/mobile-phones-group.jpg?width=600&name=mobile-phones-group.jpg) "Some apps don’t seem to be taking GDPR seriously – or maybe just don’t realize how much they’re leaving themselves exposed," wrote [AdExchanger](https://adexchanger.com/privacy/mobile-apps-are-stalling-on-the-way-to-gdpr-compliance/). "Each of the top 50 free iOS and Android apps in the App Store and Google Play contains multiple SDKs that appear to do some form of tracking and/or data collection, according to a July study from Evidon parent company Crownpeak," the article noted. "[T]he same study found that of 100 apps tested, 79 didn’t give users any type of consent notice or user-level controls over their preferences." ### **5. What is 'bid shading'?** ### **![bid-sign-bidding](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/bid-sign-bidding.jpg?width=600&name=bid-sign-bidding.jpg)** [Digiday](https://digiday.com/media/wtf-bid-shading/) explains "bid shading," a new term in programmatic that has developed as a result of the shift to first-price auctions (from second-price). "Bid sha[d]ing has cropped up as a compromise between the two," wrote Digiday. "So the buyer will pay something in between what the second-price and the first-price value would have been, based on a calculation made by the ad tech partner." *Sign up for our blog to stay updated with new stats, trends, and analysis of 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 [← MRC Guidelines: What is Business Partner Qualification (BPQ)?](https://www.pixalate.com/blog/mrc-ivt-invalid-traffic-guidelines-business-partner-qualification) [** ](https://www.pixalate.com/blog) Next Story [Ad Fraud (IVT) Benchmarks: 10%-15% of desktop traffic was invalid in Q2 2018 →](https://www.pixalate.com/blog/ad-fraud-ivt-benchmarks-desktop-q2-2018) ## 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-31-2018#) # 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. 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