--- title: "Pixalate Week in Review: October 30 - November 3, 2017" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from October 30 - November 3, 2017. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/84-percent-pie-chart.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/84-percent-pie-chart.jpg) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 3 min read # Pixalate Week in Review: October 30 - November 3, 2017 Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Nov 3, 2017 11:35:31 AM This week's review of ad fraud and quality in the digital advertising space. ### **1. The state of video ad fraud** ![video-computer-laptop.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/video-computer-laptop.jpg?width=640&name=video-computer-laptop.jpg) [Digiday](https://digiday.com/marketing/state-video-ad-fraud/) recaps the current state of video ad fraud, writing, "Fraudsters are pivoting to video, which is bad news for publishers looking to siphon cash from the growing pot of video ad spend." The article added, "Among different types of video inventory, fraudsters go after the most premium stuff. Bots drive just 4 percent of mobile web video traffic. But for over-the-top video — where CPMs are much greater than the mobile web — 20 percent of traffic is from bots, according to Pixalate." ### **2. Chase wants to see more ads.txt adoption before going all-in** **![puzzle-coming-together.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/puzzle-coming-together.jpg?width=640&name=puzzle-coming-together.jpg)** [Advertising Age](http://adage.com/article/digital/pubs-holding-chase-back-ads-txt/311117/) reports that "Chase is unlikely to go all-in on ads.txt until the majority of publishers on its whitelist adopt the initiative," noting that as of now, "[a] decent portion of Chase's whitelist has yet to implement ads.txt." The article added, "Overall, however, roughly 25 percent of the leading top 5,000 websites have adopted ads.txt, according to Pixalate data." Download the full list of sites with ads.txt [here](https://info.pixalate.com/publishers-with-ads-dot-txt).  ### **3. Some buyers are asking to be added to publisher ads.txt files** **![thrive-plus.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/thrive-plus.jpg?width=640&name=thrive-plus.jpg)** [AdExchanger](https://adexchanger.com/publishers/knock-knock-companies-trying-weasel-way-onto-publishers-ads-txt-files/) has reported that "Publishers are being deluged with emails from 'agencies' and 'digital marketing solutions' companies threatening to stop buying inventory unless they’re added to the Ads.txt file." The article noted, however, that " ... the publishers have the leverage. It’s the buyers who are at risk because if they aren’t added to Ads.txt, they can’t resell the publisher’s inventory. If that’s their only business model, they’re in trouble." You can [download the list of sites](https://info.pixalate.com/publishers-with-thrive-in-ads-dot-txt) that have added Thrive+, one of the companies making the request, to their ads.txt files. ### **4. eMarketer: Programmatic to command 84% of US digital display spend by 2019** **![84-percent-pie-chart.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/84-percent-pie-chart.jpg?width=640&name=84-percent-pie-chart.jpg)** New estimates from [eMarketer](https://www.emarketer.com/Article/eMarketer-Releases-New-US-Programmatic-Ad-Spending-Figures/1016698) call for U.S. programmatic digital display ad spend to reach $32.56 by the end of this year, rising to $45.72 billion by 2019, representing 83.6% of all U.S. digital display ad spend. Additionally, "By 2019, nearly 80% of programmatic ad spend will go to mobile—rather than desktop—ads," eMarketer noted. ### **5. Report: 32% of marketers to bring programmatic in-house as fraud, brand safety concerns linger** ![business-meeting-people.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/business-meeting-people.jpg?width=640&name=business-meeting-people.jpg) [MediaPost](https://www.mediapost.com/publications/article/309473/32-of-marketers-to-bring-programmatic-media-buyin.html) has reported, citing a report from Advertiser Perceptions, "Some 32% of marketers plan to bring programmatic buying in-house." MediaPost wrote, "Most advertisers see the benefits of programmatic buying in improved targeting, data, time and cost efficiencies -- but concerns over fraud, brand safety and verification continue to rise." *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 [← Buyers are asking to be added to ads.txt files, and some publishers are doing it](https://www.pixalate.com/blog/ads-txt-thrive-plus-publisher-list) [** ](https://www.pixalate.com/blog) Next Story [LKQD adds Pixalate's pre-bid invalid traffic (IVT) filtering to platform →](https://www.pixalate.com/blog/lkqd-pre-bid-invalid-traffic-ivt-detection-filtration) ## 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-3-2017#) # 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). * * * * *