--- title: "Pixalate Week in Review: November 13 - 17, 2017" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from 13-17 November 2017. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/piggy-bank-money.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/piggy-bank-money.jpg) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 2 min read # Pixalate Week in Review: November 13 - 17, 2017 Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Nov 17, 2017 11:19:06 AM This week's review of ad fraud and quality in the digital advertising space. ### **1. IAB to sunset VPAID standard** ![iab.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/iab.jpg?width=640&name=iab.jpg) [AdExchanger](https://adexchanger.com/ad-exchange-news/vpaid-iab-tech-lab-says-replacement/) has reported that the IAB will "retire and replace" the video player ad-serving interface definition (VPAID) standard over the next few months. "The IAB Tech Lab wants to simplify things for buyers and publishers by more clearly defining the road map for video viewability measurement and interactivity," wrote AdExchanger. In place of the VPAID standard, the IAB intends to introduce two separate specs, one focused on third-party verification within mobile apps, and another focused on giving "giv[ing] publishers more control over interactive ads served in mobile and over-the-top environments," per AdExchanger. ### **2. DSPs are being pressured to adopt ads.txt** **![follow-the-leader.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/follow-the-leader.jpg?width=640&name=follow-the-leader.jpg)** "Publishers aren’t the only ones under pressure to adopt ads.txt," wrote [Digiday](https://digiday.com/marketing/dsps-pressure-adopt-ads-txt/). After The Trade Desk announced it would only buy from ads.txt-listed sellers, "expect more vendors to follow suit, said Joe Barone, managing partner of digital ad operations at media-buying giant GroupM," wrote Digiday. “The DSPs that are [adopting ads.txt] are in a good place to steal market share from the platforms that are not,” Michael Santee, programmatic media director at ad agency Cramer-Krasselt, said to Digiday. ### **3. Header bidding, fueled by mobile, gets bigger** **![smartphone-touch-mobile-phone-screen-hands.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/smartphone-touch-mobile-phone-screen-hands.jpg?width=640&name=smartphone-touch-mobile-phone-screen-hands.jpg)** "Monetized header bidding impression volume rose by 220% year-over-year worldwide in the third quarter of 2017," reported [MediaPost](https://www.mediapost.com/publications/article/310271/report-header-bidding-is-thriving.html), citing a new report from PubMatic. Header bidding continues to rapidly grow in mobile as well, according to the report. ### **4. Nearly 90% of brands plan to take some programmatic spend in-house** **![piggy-bank-money.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/piggy-bank-money.jpg?width=640&name=piggy-bank-money.jpg)** Citing an Infectious Media survey, [Adweek](http://www.adweek.com/digital/why-86-of-brands-plan-to-take-part-of-their-programmatic-spend-in-house/) notes that 86% of marketers plan to take some portion of programmatic spend in-house. "When asked why they wanted to bring programmatic in-house, 68 percent cited programmatic’s lack of transparency, 65 percent said control was a concern and 71 percent of marketers believe that they have more qualified employees to handle programmatic," wrote Adweek. ### **5. Publishers weigh in on programmatic: Fraud and transparency chief concerns ** ![ad-fraud-sign.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/ad-fraud-sign.jpg?width=640&name=ad-fraud-sign.jpg) [Digiday](https://digiday.com/media/publishers-programmatic-woes-get-punished-premium/) recaps some of the anonymous letters left by publishers at one of its recent events. The notes were focused on publishers' biggest challenges. "Ad fraud is tough, especially when it comes to video," one of the notes said. Regarding reselling — a hot topic thanks to ads.txt — the same note read, "[I]t’s up to if buyers actually stop purchasing [inventory] from unauthorized sellers.” *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 [← Pixalate Week in Review: November 6 - 10, 2017](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-november-6-2017) [** ](https://www.pixalate.com/blog) Next Story [Comcast, AT&T among leaders in IPv6 adoption →](https://www.pixalate.com/blog/ipv6-adoption-rates-isp-advertising) ## 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-november-17-2017#) # 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... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Contact Us12 Loading... ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Download GSTI Loading... Schedule your demo today Please complete all fields Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). * * * * *