--- title: "Pixalate in the NYT: 'TikTok Builds Itself Into an Ads Juggernaut'" description: Pixalate's research was cited in a New York Times article exploring the explosion of TikTok in the digital advertising space. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/pixalate-tiktok-nytimes.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/TIKTOK-ADS-01-superJumbo.webp) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) | [Thought Leadership](https://www.pixalate.com/blog/topic/thought-leadership) | [Mobile Apps](https://www.pixalate.com/blog/topic/mobile-apps) | 1 min read # Pixalate in the NYT: 'TikTok Builds Itself Into an Ads Juggernaut' Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Nov 15, 2022 3:30:00 PM *November 14, 2022 — By: Kalley Huang, Isabella Simonetti and Tiffany Hsu, [The New York Times](https://www.nytimes.com/2022/11/14/technology/tiktok-ads-social-media.html)* Pixalate's research was cited in a recent [*New York Times* article](https://www.nytimes.com/2022/11/14/technology/tiktok-ads-social-media.html), exploring TikTok's emergence as a leader in online advertising and influence. ## Pixalate in the NYT: 7% of TikTok's app traffic measured as invalid The NYT wrote: "Other advertisers worry they are not getting what they pay for on TikTok. Concerns about sham accounts confusing companies about the success of their marketing were amplified this summer when Elon Musk, Twitter’s new owner, accused Twitter of failing to provide authentic data about the [number of fake accounts](https://www.nytimes.com/2022/07/09/technology/elon-musk-twitter-spam-bots.html). In September, 7 percent of TikTok’s app traffic was invalid, according to the ad fraud and privacy compliance software company Pixalate." Read the whole article in [The New York Times](https://www.nytimes.com/2022/11/14/technology/tiktok-ads-social-media.html), which explores TikTok's rise into a digital advertising powerhouse. ### 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: November 7 - 11, 2022](https://www.pixalate.com/blog/november-11-2022-weekly-update) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Abandoned Mobile Apps Report Q3 2022: 34% (1.7MM+) of Google and Apple App Store Apps Are ‘Abandoned,’ Potentially Exposing Consumers And Advertisers To Privacy and Security Risks →](https://www.pixalate.com/blog/q3-2022-abandoned-mobile-apps-report) ## You May Also Like These Stories on Ad Fraud [![](https://www.pixalate.com/hubfs/vMVPD%20Apps%20Traffic%20Analysis%20Report%20blog%20cover.png) ](https://www.pixalate.com/blog/pixalate-releases-global-top-20-most-popular-ctv-virtual-multichannel-video-programming-distribution-vmvpd-apps-reports-for-q1-2026) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) ### [Global Top 20 Most Popular CTV Virtual Multichannel Video Programming Distribution (vMVPD) Apps Reports for Q1 2026: ‘Hulu’ No. 1 on Apple TV, ‘Tubi’ Leads on Roku, ‘Pluto TV’ leads on Amazon Fire TV](https://www.pixalate.com/blog/pixalate-releases-global-top-20-most-popular-ctv-virtual-multichannel-video-programming-distribution-vmvpd-apps-reports-for-q1-2026) Jun 10, 2026 9:00:00 AM | 3 min read [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/MONTHLY%20MOST%20COMMON%20MOBILE%20AD%20FRAUD%20TYPES%20GOOGLE%20-%20APPLE%20BLOG%20COVER.png) ](https://www.pixalate.com/blog/pixalates-may-2026-most-common-mobile-app-ad-fraud-types) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) ### [Pixalate Releases May 2026 Most Common Mobile App Ad Fraud Types: ‘High Risk Device ID’ Most Common Type Across Google Play Store (32%); 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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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