--- title: "Pixalate Week in Review: November 6 - 10, 2017" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from 6-10 November 2017. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/europe-map.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/europe-map.jpg) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 2 min read # Pixalate Week in Review: November 6 - 10, 2017 Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Nov 10, 2017 9:00:00 AM This week's review of ad fraud and quality in the digital advertising space. ### **1. Over 20% of OTT video impressions are invalid** ![email-ott-october-ivt-rates.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/email-ott-october-ivt-rates.jpg?width=640&name=email-ott-october-ivt-rates.jpg) New research from [Pixalate](https://blog.pixalate.com/programmatic-video-ad-fraud-ott-data-october-2017) reveals that over 20% of programmatic Connected TV/OTT impressions were invalid in October 2017. "Of these invalid impressions, the vast majority (96.3%) were [Sophisticated Invalid Traffic](https://blog.pixalate.com/mrc-definitions-sivt-invalid-traffic-detection-filtration) (SIVT)," the blog reads. Learn more about OTT video ad fraud — and how it stacks up against desktop, mobile web, and mobile app. ### **2. LKQD adds Pixalate's pre-bid IVT filtering to platform** **![handshake-partnership-agreement.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/handshake-partnership-agreement.jpg?width=640&name=handshake-partnership-agreement.jpg)** "Pixalate has partnered with LKQD to include Pixalate’s pre-bid invalid traffic (IVT) detection and filtration technology into LKQD’s platform," a [Pixalate](https://blog.pixalate.com/lkqd-pre-bid-invalid-traffic-ivt-detection-filtration) blog post this week revealed. The partnership enables LKQD users to block IVT at the supply source, based on demand tag, based on environment, and more. ### **3. Nearly 75% of European mobile app marketers see fraud as a serious problem** **![europe-map.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/europe-map.jpg?width=640&name=europe-map.jpg)** [eMarketer](https://www.emarketer.com/Article/Europe-74-of-Mobile-App-Marketers-See-Ad-Fraud-Problem/1016718) has reported, citing research from InMobi, that "in Europe, nearly three-quarters of app marketers polled in July 2017 believe ad fraud presents a serious problem to their operations." The article added: "The survey found that ad fraud was the second most widespread concern that app marketers have to deal with, behind only attribution. But only 44% of app marketers in Europe said they had a strong understanding of ad fraud and its potential impact on campaigns." ### **4. Google Chrome to stop unwanted redirects** **![chrome.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/chrome.jpg?width=640&name=chrome.jpg)** "Google is rolling out new security features for Chrome which will make it harder for third-party ads to subvert pop-up blockers or disguise links within a site," wrote [The Next Web](https://thenextweb.com/google/2017/11/08/google-update-chrome-better-ad-fighting-features/). "This could be part of Google’s campaign against malicious ads, which it’s been working on since earlier this year," the article added. "The company has also said advertisers have until next year to clean up their ads or they won’t appear to Chrome users at all." Per The Next Web, these redirects will start being blocked in January 2018. ### **5. The Trade Desk to begin using ads.txt on November 15 ** ![ads-txt-blog-nov-6-update.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/ads-txt-blog-nov-6-update.jpg?width=640&name=ads-txt-blog-nov-6-update.jpg) In a [press release](http://markets.businessinsider.com/news/stocks/The-Trade-Desk-Implements-Ads-txt-to-Further-Ensure-Marketplace-QualityPublisher-participation-critical-to-create-a-brand-safe-and-fraud-free-ecosystem-1007428414) on Thursday, The Trade Desk announced that it "will begin implementing the Interactive Advertising Bureau’s (IAB) ads.txt initiative starting November 15." The press release adds: "On that date, The Trade Desk will begin blocking unauthorized impressions, or impressions served through non-certified suppliers, from publisher sites that have tested, verified and finalized their ads.txt files." Download the [full list of publishers with ads.txt implemented](https://info.pixalate.com/publishers-with-ads-dot-txt). *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 [← Programmatic video ad fraud: Over 20% of OTT impressions are invalid](https://www.pixalate.com/blog/programmatic-video-ad-fraud-ott-data-october-2017) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Week in Review: November 13 - 17, 2017 →](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-november-17-2017) ## 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-6-2017#) # 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. 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