--- title: "Pixalate Week in Review: September 12 - 16, 2022" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from September 12 - 16, 2022. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20covers/Pixalate%20Week%20in%20Review%20September%2016%2c%202022.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/pixalate-blog-bg.png) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 3 min read # Pixalate Week in Review: September 12 - 16, 2022 Written by [Liz Margolis](https://www.pixalate.com/blog/author/liz-margolis) Sep 16, 2022 2:30:00 PM This week's review of ad fraud and privacy in the digital advertising space: ## **Marketing Brew: FTC lawsuit against Kochava brings up concerns about location data gathering** **![lawsuit-money-settlement](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/lawsuit-money-settlement.png?width=646&name=lawsuit-money-settlement.png) ** [The Marketing Brew](https://www.marketingbrew.com/stories/2022/09/13/lawsuit-against-kochava-raises-serious-questions-about-location-data) newsletter featured an interview with Pixalate Senior Vice President of Policy, Ads Privacy and COPPA Allison Lefrak about the recent lawsuit filed by the U.S. Federal Trade Commission against Kochava. “‘The argument that this is unfair and could cause harm to consumers is ‘untested in court,’ Allison Lefrak, SVP of public policy, ads privacy and COPPA compliance at Pixalate, told Marketing Brew.’” “‘It can be read as an indictment of location-based marketing and even an indictment, more broadly, of the entire data-broker business model,” she said. The FTC has an “uphill battle here in proving substantial injury to consumers,” Lefrak said, but if it prevails, the ruling could create a precedent that other data brokers would need to follow.” ## **New York Times: California’s First-in-the-Nation Privacy Law Signed by Governor** ## **![double exposure of businessman or salesman handing over a contract on wooden desk](https://www.pixalate.com/hs-fs/hubfs/double%20exposure%20of%20businessman%20or%20salesman%20handing%20over%20a%20contract%20on%20wooden%20desk.jpeg?width=646&name=double%20exposure%20of%20businessman%20or%20salesman%20handing%20over%20a%20contract%20on%20wooden%20desk.jpeg) ** [The New York Times](https://www.nytimes.com/2022/09/15/business/newsom-california-children-online-safety.html) reported on the signing of California’s Age-Appropriate Design Code on Thursday by Governor Gavin Newsome, with tougher restrictions for tech companies, including a provision that requires companies to turn on the highest levels of privacy protections for users under 18 by default. Industry groups made their opposition to the law known, saying its provisions were too broad. Privacy advocates are applauding the legislation as a necessary step forward in protecting children. ## **JD Supra: What California’s New Law Means for Tech Companies** **![businessman hand working with modern technology digital tablet computer and graphics layer effect as business strategy concept](https://www.pixalate.com/hs-fs/hubfs/businessman%20hand%20working%20with%20modern%20technology%20digital%20tablet%20computer%20and%20graphics%20layer%20effect%20as%20business%20strategy%20concept.jpeg?width=646&name=businessman%20hand%20working%20with%20modern%20technology%20digital%20tablet%20computer%20and%20graphics%20layer%20effect%20as%20business%20strategy%20concept.jpeg)** Legal publication [JD Supra](https://www.jdsupra.com/legalnews/california-s-age-appropriate-design-1659690/) summarized the expected impacts of the newly-enacted Age-Appropriate Design Code in California will mean for the technology industry. The code is one of the several state-level laws governing online privacy that have passed, in lieu of federal legislation. There is the possibility that this law will have a “California effect” and push federal lawmakers in the same direction with their efforts at comprehensive privacy legislation. ## **CNBC: Gaming Platform Roblox to Debut Ads in 2023** **![Father and son playing video games on the couch](https://www.pixalate.com/hs-fs/hubfs/Father%20and%20son%20playing%20video%20games%20on%20the%20couch.jpeg?width=646&name=Father%20and%20son%20playing%20video%20games%20on%20the%20couch.jpeg)** [CNBC](https://www.cnbc.com/2022/09/09/roblox-jumping-into-ads-in-effort-to-diversify-beyond-virtual-goods-.html) reported that gaming and entertainment platform Roblox will enter the world of online advertising next year. Roblox, which has an estimated 52 million users, will start testing ads at the end of this year. Roblox says it will only serve “immersive ads” and that children under 13 will not be able to interact with them and that they will issue further guidelines for parents and guardians about which content is suitable for children. ## **The Guardian: €25 Billion Lawsuit levied against Google in UK and EU over digital advertising practices** ![Gavel resting on sound block with european union flag in background-1](https://www.pixalate.com/hs-fs/hubfs/Gavel%20resting%20on%20sound%20block%20with%20european%20union%20flag%20in%20background-1.jpeg?width=646&name=Gavel%20resting%20on%20sound%20block%20with%20european%20union%20flag%20in%20background-1.jpeg) [The Guardian](https://www.theguardian.com/technology/2022/sep/13/google-lawsuit-uk-eu-digital-advertising) announced that a €25 billion dollar suit has been filed against Google in the United Kingdom and European Union due to purported anticompetitive practices in digital advertising. The suit’s goal is to gain back revenue lost due to Google’s practices, which lawyers estimate has cost the ad tech industry €7B collectively. ### 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 [← Pixalate Week in Review: September 5 - 9, 2022](https://www.pixalate.com/blog/september-9-2022-weekly-update) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Releases Q2 2022 Seller Trust Indexes and SSP Market Share Rankings: Magnite Continues to Command CTV, OpenX Top 3 in CTV and Mobile →](https://www.pixalate.com/blog/sti-q2-2022-ctv-mobile) ## 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/september-16-2022-weekly-update#) # 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). * * * * *