--- title: "Pixalate Week in Review: September 11 - 15, 2017" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from 11-15 September 2017. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/europe-map.png --- [![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.png) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 2 min read # Pixalate Week in Review: September 11 - 15, 2017 Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Sep 15, 2017 10:08:40 AM This week's review of ad fraud and quality in the digital advertising space. ### **1. Dmexco 2017: The supply chain revolution has begun** ![10-challenges-dmexco.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20covers/10-challenges-dmexco.png?width=640&name=10-challenges-dmexco.png) On Thursday, at Dmexco, a panel of digital ad stakeholders discussed the current state of the supply chain — and what can be done to improve it. Pixalate recapped the [conversation](https://blog.pixalate.com/digital-supply-chain-quality-transformation-dmexco-2017), which revolved around 10 key supply chain challenges, and how far along we are in combatting each threat. ### **2. P&G's Marc Pritchard: Industry is 60% there in terms of cleaning up digital** **![improving-rising.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/improving-rising.jpg?width=640&name=improving-rising.jpg)** "Nine months into P&G chief brand officer Marc Pritchard’s mandate to clean up digital transparency, the company is beginning to see some signs that it’s working," wrote [Adweek](http://www.adweek.com/digital/heres-what-pg-has-learned-since-demanding-advertising-transparency-9-months-ago/), reporting from Dmexco. “To be clear, we all must stay diligent to get it done and keep the standards high going forward,” Pritchard said, according to Adweek. “These are frankly commonsense steps, long overdue and necessary for a clean and productive media-supply chain.” ### **3. IAB's OpenRTB 3.0 opens for public comment**  ![iab.jpg](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/iab.jpg?width=640&name=iab.jpg) The IAB Tech Lab this week [announced](http://www.businesswire.com/news/home/20170912005615/en) that its OpenRTB 3.0 protocol is now open for public comment. Per the IAB, the update is "a major overhaul to the real-time bidding framework that will heighten trust in the security of the automated advertising supply chain by giving buyers more transparency during the bid process." ### **4. Over 50% of display is now traded via programmatic in Europe** **![europe-map.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/europe-map.png?width=640&height=320&name=europe-map.png)** According to [MediaPost](https://www.mediapost.com/publications/article/307268/half-of-all-display-traded-programmatically-in-eur.html), citing research from IHS Markit on behalf of IAB Europe, over 50% of display ads in Europe are now traded via programmatic. "The study estimates that Europe’s programmatic display ad marketplace has expanded 42.7% to $9.7 billion in 2016," wrote MediaPost. "Programmatic mobile ad trading also rose sharply, expanding 65% in 2016." ### **5. eMarketer lowers TV ad spend estimates as cord-cutting rises ** **![netflix-tv-smartphone.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/netflix-tv-smartphone.png?width=640&name=netflix-tv-smartphone.png)** "eMarketer has reduced its estimate for US TV ad spending due to faster-than-expected growth in cord-cutting," wrote the research company in a [blog post](https://www.emarketer.com/Article/eMarketer-Lowers-US-TV-Ad-Spend-Estimate-Cord-Cutting-Accelerates/1016463) announcing the revised estimates. "This year, there will be 22.2 million cord-cutters ages 18 and older, a figure up 33.2% over 2016. The overall tally is much higher than the 15.4 million eMarketer previously predicted," eMarketer wrote. *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 [← Dmexco 2017: The supply chain revolution has begun](https://www.pixalate.com/blog/digital-supply-chain-quality-transformation-dmexco-2017) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Week in Review: September 18 - 22, 2017 →](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-september-22-2017) ## 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-september-15-2017#) # 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. 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