---
title: "Pixalate Week in Review: October 29 - November 2, 2018"
description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from 29 October-2 November 2018.
---

[Pixalate Blog ](https://www.pixalate.com/blog)

# [Pixalate Week in Review: October 29 - November 2, 2018](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-november-2-2018)

 Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) | Nov 2, 2018 8:33:09 PM

This week's review of ad fraud and quality in the digital advertising space.

### **1. Android 'Tools' category is rife with video ad fraud**

There are dozens of app categories across iOS and Android devices, but one particular category has been [costing advertisers](https://www.pixalate.com/mobile-app-video-ad-fraud-tools-category): Android’s ‘Tools’ category.

The ‘Tools’ category features apps with a variety of functions, including VPNs, flashlights, anti-virus apps, file managers, and more — but it's also consistently one of the app categories with the highest ad fraud rates. [Learn more](https://www.pixalate.com/mobile-app-video-ad-fraud-tools-category).

### **2. Ads.txt for mobile in-app has become imperative**

"As we know, fraud generally tends to hide and thrive in those corners of the industry that are left dark and untended," wrote [The Trade Desk](https://www.thetradedesk.com/blog/why-ads-txt-for-mobile-in-app-is-more-important-than-ever) in a recent blog post explaining the importance of ads.txt for mobile in-app. "And when our industry came together last year to shine light on and stop fraudulent inventory across the web, one key corner of the digital advertising ecosystem was left behind – mobile in-app."

### **3. Is OTT on the brink of a breakthrough?**

"The hype around advanced TV—a disparate series of technologies ranging from automated TV ad buying to TV ad targeting to internet-connected TVs—is strong," wrote [eMarketer](https://content-na1.emarketer.com/is-advanced-tv-poised-for-a-breakthrough). eMarketer spoke with OTT leaders to get their thoughts on the future of OTT advertising, including Simulmedia, Roku, SpotX, OpenX, and more.

### **4. ANA Masters conference shows that marketers are taking control**

"After years of banging the drum about gaining more control, transparency and efficiencies from service providers, marketers are doing it themselves," wrote [AdExchanger](https://adexchanger.com/advertiser/at-ana-masters-marketers-take-control/), recapping the recent ANA Masters of Marketing conference. "Seventy-eight percent of marketers surveyed by the ANA for a study released this month have an in-house agency, up from 42% in 2008. Sixty-five percent of those respondents said the in-house agencies’ workload has increased significantly over the past year."

### **5. Mobile in-app video ad spend up 38%, now accounts for 86% of all programmatic mobile video spend**

Per [MediaPost](https://www.mediapost.com/publications/article/327204/data-shows-programmatic-video-ad-buys-on-the-rise.html), citing research from Chocolate, "[i]n-app video ad spend rose 38% [in Q2 2018 compared to Q1] and now accounts for 86% of total programmatic mobile video ad spend." 

 

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[View full post](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-november-2-2018)

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