--- title: "Pixalate Week in Review: October 1 - 5, 2018" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from 1-5 October 2018. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/bidding-dsps-programmatic.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/bidding-dsps-programmatic.jpg) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 2 min read # Pixalate Week in Review: October 1 - 5, 2018 Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Oct 5, 2018 4:24:00 PM This week's review of ad fraud and quality in the digital advertising space. ### **1. RhythmOne Q&A: Ad fraud within mobile apps** ![q-and-a](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/q-and-a.jpg?width=600&name=q-and-a.jpg) Tyler Loechner, Marketing Manager at Pixalate, sat down with RhythmOne’s Karim Rayes, Senior Vice President, Products and Business Development, to [discuss the unique challenges of battling invalid traffic](https://www.pixalate.com/mobile-app-ad-fraud-questions-rhythmone) (IVT) within mobile apps. "The greatest challenge is that today’s fraudsters are using highly sophisticated, ever-evolving tools to replicate in-app consumer behavior," said Rayes. Read the whole [Q&A](https://www.pixalate.com/mobile-app-ad-fraud-questions-rhythmone). ### **2. Mobile ad fraud: What is mobile app laundering?** ![mobile-ad-fraud-what-is-mobile-app-laundering](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/mobile-ad-fraud-what-is-mobile-app-laundering.jpg?width=600&name=mobile-ad-fraud-what-is-mobile-app-laundering.jpg) In this post, Pixalate explains [mobile app laundering](https://www.pixalate.com/mobile-ad-fraud-what-is-mobile-app-laundering-sivt), a type of mobile ad fraud and Sophisticated Invalid Traffic (SIVT) that costs advertisers millions of dollars. The mobile in-app landscape is rife with invalid traffic (IVT), with mobile ad fraud rates nearing 25%. Mobile app laundering is one of the most advanced ways in which fraudsters are stealing mobile app ad budgets. ### **3. Marketers struggle to understand ad tech** ![confusion-choices](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/confusion-choices.jpg?width=600&name=confusion-choices.jpg) "In a July 2018 survey of 800 brand and agency marketers worldwide conducted by [Warc](https://www.warc.com/newsandopinion/news/global_martech_budgets_are_growing_rapidly/41078), agency respondents said that their lack of understanding of available technologies is the biggest impediment to greater investment in marketing tech," reported [eMarketer](https://content-na1.emarketer.com/martech-is-growing-but-it-s-inhibited-by-confusion). "Brand respondents reported that confusion of the technology is the second biggest obstacle preventing them from investing more in marketing tech." ### **4. Uber takes programmatic buying in-house** ![uber](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/uber.jpg?width=600&name=uber.jpg) Uber is now running most of its media buying in-house, reported [Digiday](https://digiday.com/marketing/uber-took-programmatic-advertising-house/). "For Uber, the decision wasn’t about saving money but rather a desire for ownership and a transition in how they were advertising," wrote Digiday. "Uber also hasn’t had the best experience in the agency world," the article added. "In September 2017, Uber [filed a suit against Fetch](https://digiday.com/marketing/industrial-complex-uber-fetch-lawsuit-wont-change-anything/?is=1), alleging the Dentsu-owned mobile ad agency misrepresented how effective its media buys were and purchasing nonexistent and fraudulent ads for Uber." ### **5. MediaMath says it will drop supply partners that game auctions** ### **![bidding-dsps-programmatic](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/bidding-dsps-programmatic.jpg?width=600&name=bidding-dsps-programmatic.jpg)** "MediaMath will stop buying from supply partners that play auction games, preferring to create an economic incentive for fair, transparent programmatic auctions and put an end to auction manipulation," reported [AdExchanger](https://adexchanger.com/platforms/mediamath-will-drop-supply-partners-that-game-the-auction/). MediaMath this week sent a letter to its 50 directly-integrated supply partners, per the article. "The letter asks the exchanges to sign a document with a 13-point checklist of behavior they pledge to avoid," AdExchanger noted, "The checklist prohibits behavior such as bid caching and misuse of the wrapper, sending duplicate bid requests, masking domains or adding data to the bidstream." *Sign up for our blog to stay updated with new stats, trends, and analysis of 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 [← RhythmOne Q&A: Ad Fraud within Mobile Apps](https://www.pixalate.com/blog/mobile-app-ad-fraud-questions-rhythmone) [** ](https://www.pixalate.com/blog) Next Story [What are ‘impressions’? A history of impression measurement in the digital advertising industry →](https://www.pixalate.com/blog/history-of-digital-ad-impression-measurement-infographic) ## 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-october-5-2018#) # 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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