--- title: "Pixalate Week in Review: February 5 - 9, 2018" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from 5-9 February 2018. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/robot-human-hand-reflect.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/robot-human-hand-reflect.png) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 2 min read # Pixalate Week in Review: February 5 - 9, 2018 Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Feb 9, 2018 5:22:37 PM This week's review of ad fraud and quality in the digital advertising space. ### **1. Pixalate research: Invalid traffic (IVT) was lower during the 'Big Game'** ![big-game-2018-trends-email.png](https://www.pixalate.com/hs-fs/hubfs/Email_Imagery/big-game-2018-trends-email.png?width=640&name=big-game-2018-trends-email.png) Pixalate examined invalid traffic ("IVT") trends across desktop, smartphone, and tablet devices during the "Big Game" in 2018 and found that IVT was notably lower during 'Big Game' Sunday. [Read more](https://blog.pixalate.com/2018-big-game-invalid-traffic-ivt-trends-report-blog) on our blog or in [MediaPost](https://www.mediapost.com/publications/article/314324/yet-another-study-validates-supremacy-of-super-bow.html). ### **2. IAB releases GDPR advisory and specifications** ![gdpr.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/gdpr.png?width=640&name=gdpr.png) As reported by [MediaPost](https://www.mediapost.com/publications/article/314317/iab-tech-lab-provides-advertisers-with-gdpr-guidel.html), the "IAB Tech Lab has released an [OpenRTB GDPR Advisory](http://iabtechlab.com/wp-content/uploads/2018/02/OpenRTB_Advisory_GDPR_2018-02.pdf) for the [General Data Protection Regulation](http://iab.com/gdpr) (GDPR)." The GDPR goes into effect May 25, 2018, per the article. "The guidelines provide advertisers with ways to work within Europe's privacy laws," MediaPost wrote. "The strict laws require certain procedures when passing on the user's consent to use their information. This will be done via the OpenRTB protocol. It enables digital advertising companies to share the information among publishers, buyers, and data companies in a real-time bidding transaction." ### **3. Op-ed: Lean on signals that can't be spoofed to fight ad fraud** ![robot-human-hand-reflect.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/robot-human-hand-reflect.png?width=640&name=robot-human-hand-reflect.png) Bhishma Savdharia, director of business development for GroundTruth’s Brand Safety Initiatives, wrote an op-ed in [The Drum](http://www.thedrum.com/opinion/2018/02/07/fight-fraud-identify-combination-signals-cant-be-faked) urging marketers to adopt "a combination of signals that can't be faked" to fight ad fraud. "Although fraudsters continue to improve their capabilities at rapid rates, they will never be able to truly, fully model real human behaviors," the article reads. "Aside from collecting data that would be impossible for a bot to generate, advertisers must embrace deeper analytics to better understand how humans act both online and on the ground." ### **4. IAB says blockchain and digital video are a 'natural fit'** ![blockchain-blog-image.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/blockchain-blog-image.png?width=640&name=blockchain-blog-image.png) According to [Advertising Age](http://adage.com/article/digital/iab-calls-blockchain-natural-fit-digital-ad-business/312312/), "The IAB says blockchain technology 'is a natural fit for the digital advertising supply chain' with potential to increase efficiency, reduce costs and eliminate fraud." The comments come from the IAB's first whitepaper on blockchain technology. The whitepaper specifically highlights the potential for blockchain to have a positive impact on digital video transactions.  ### **5. Ads.txt can't fix advertising alone** ![alone-isolated-solo-image.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/alone-isolated-solo-image.png?width=640&name=alone-isolated-solo-image.png) In an op-ed on [MediaPost](https://www.mediapost.com/publications/article/314089/advertising-has-a-problem-but-adstxt-cant-fix-i.html), Andy Evans, CMO of Sovrn, wrote: "[W]hile the industry is quite rightly flying the flag for ads.txt, it’s important to remember this initiative on its own will not solve all the highly complex and ever-evolving challenges of the digital ecosystem. Focusing solely on encouraging publishers to implement ads.txt to prevent domain spoofing could pose a real danger in allowing other threats to grow." *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 [← Harvard Business Review: Pixalate weighs in on 'marketing and [the] evolution of TV'](https://www.pixalate.com/blog/harvard-business-review-marketing-evolution-tv-ott-connected-hbr) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Week in Review: February 12 - 16, 2018 →](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-february-16-2018) ## 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-february-9-2018#) # 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. 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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