Pixalate MRC Accreditation(s):
-
(20+) MRC Accredited Measurement Areas
-
(45+) MRC Accredited Reported Metrics**
-
(12) MRC Accredited Server-Side-Ad-Insertion (SSAI) Measurement Metrics
-
Understanding Metric Labeling in Pixalate Reports
Pixalate aligns its reported metrics with the MRC’s Invalid Traffic Guidelines, which define three key reporting tiers:
- ‘Gross’: Metrics reported before any invalid traffic (IVT) filtration
- ‘Net’: Metrics reported after filtering general invalid traffic (GIVT)
- ‘Total Net’: Metrics reported after filtering both general and sophisticated invalid traffic (GIVT & SIVT)
It’s important to distinguish that Pixalate uses slightly different labelling while maintaining alignment with MRC definitions:
- MRC “Gross” → Labeled as “Gross” in Pixalate metrics
- MRC “Net” → Appears without a prefix (baseline metric name)
- MRC “Total Net” → Labeled as “Net” in Pixalate metrics
MRC Accredited Metrics
‘Gross’ Metrics: Prior to filtration of invalid traffic (IVT)
|
Gross Metrics |
MRC Accreditation Status |
|||
|
Desktop |
Mobile Web |
Mobile App |
CTV |
|
|
Gross Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
Gross Rendered Impressions |
✓ |
✓ |
✓ |
✓ |
|
Gross Rendered Display Impressions |
✓ |
✓ |
✓ |
✓ |
|
Gross Rendered Video Impressions |
✓ |
✓ |
✓ |
✓ |
|
Gross SSAI Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
Gross SSAI Transparent Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
Gross SSAI Ad Counts % |
✓ |
✓ |
✓ |
✓ |
|
Gross SSAI Transparent Ad Counts % |
✓ |
✓ |
✓ |
✓ |
‘Net’ Metrics: Post-filtration of general invalid traffic (GIVT)
|
Net Metrics |
MRC Accreditation Status |
|||
|
Desktop |
Mobile Web |
Mobile App |
CTV* |
|
|
Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
Rendered Impressions |
✓ |
✓ |
✓ |
✓ |
|
Rendered Display Impressions |
✓ |
✓ |
✓ |
✓ |
|
Measured Impressions |
✓ |
✓ |
✓ |
- |
|
Measured Rate % |
✓ |
✓ |
✓ |
- |
|
Views |
✓ |
✓ |
✓ |
- |
|
Viewability % |
✓ |
✓ |
✓ |
- |
|
Non Views |
✓ |
✓ |
✓ |
- |
|
Undetermined Imps |
✓ |
✓ |
✓ |
- |
|
Views % |
✓ |
✓ |
✓ |
- |
|
Non Views % |
✓ |
✓ |
✓ |
- |
|
Undetermined Imps % |
✓ |
✓ |
✓ |
- |
|
SSAI Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
SSAI Transparent Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
SSAI Ad Counts % |
✓ |
✓ |
✓ |
✓ |
|
SSAI Transparent Ad Counts % |
✓ |
✓ |
✓ |
✓ |
*Pixalate does not currently report viewability metrics across CTV environments.
‘Total Net’ Metrics: Post-filtration of general & sophisticated invalid traffic (GIVT & SIVT)
|
Total Net Metrics |
MRC Accreditation Status |
|||
|
Desktop |
Mobile Web |
Mobile App |
CTV* |
|
|
Net Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
Net Rendered Impressions |
✓ |
✓ |
✓ |
✓ |
|
Net Rendered Video Impressions |
✓ |
✓ |
✓ |
✓ |
|
Net Rendered Display Impressions |
✓ |
✓ |
✓ |
✓ |
|
Net Measured Impressions |
✓ |
✓ |
✓ |
- |
|
Net Measured Rate % |
✓ |
✓ |
✓ |
- |
|
Net Views |
✓ |
✓ |
✓ |
- |
|
Net Viewability % |
✓ |
✓ |
✓ |
- |
|
Net Non Views % |
✓ |
✓ |
✓ |
- |
|
Net Non Views |
✓ |
✓ |
✓ |
- |
|
Net Undetermined Imps |
✓ |
✓ |
✓ |
- |
|
Net Views % |
✓ |
✓ |
✓ |
- |
|
Net Undetermined Imps % |
✓ |
✓ |
✓ |
- |
|
Net SSAI Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
Net SSAI Transparent Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
Net SSAI Ad Counts % |
✓ |
✓ |
✓ |
✓ |
|
Net SSAI Transparent Ad Counts % |
✓ |
✓ |
✓ |
✓ |
|
GIVT Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
GIVT Ad Counts % |
✓ |
✓ |
✓ |
✓ |
|
SIVT Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
SIVT Ad Counts % |
✓ |
✓ |
✓ |
✓ |
*Pixalate does not currently report viewability metrics across CTV environments.
Server-Side-Ad-Insertion (SSAI) Metrics
|
Total Net Metrics |
MRC Accreditation Status |
|||
|
Desktop |
Mobile Web |
Mobile App |
CTV |
|
|
Gross SSAI Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
Gross SSAI Transparent Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
Gross SSAI Ad Counts % |
✓ |
✓ |
✓ |
✓ |
|
Gross SSAI Transparent Ad Counts % |
✓ |
✓ |
✓ |
✓ |
|
SSAI Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
SSAI Transparent Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
SSAI Ad Counts % |
✓ |
✓ |
✓ |
✓ |
|
SSAI Transparent Ad Counts % |
✓ |
✓ |
✓ |
✓ |
|
Net SSAI Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
Net SSAI Transparent Ad Counts |
✓ |
✓ |
✓ |
✓ |
|
Net SSAI Ad Counts % |
✓ |
✓ |
✓ |
✓ |
|
Net SSAI Transparent Ad Counts % |
✓ |
✓ |
✓ |
✓ |
**Pixalate reports several metrics, beyond those presented above, which are either derived from MRC-accredited metrics or include MRC-accredited data sources. These metrics have not been explicitly cited as MRC-accredited in the listing above due to the potential inclusion of non-accredited data sources (i.e., clicks, conversions) or due to the discrete nature of the metric itself. MRC does not explicitly accredit discrete fraud types although Pixalate’s 40+ distinct fraud types/metrics derive the MRC-accredited ‘net’ and ‘total net’ metrics presented in the listings above.
Pixalate Disclaimer - Products
Invalid traffic, viewability and other designations that may be present in applicable Pixalate products and materials, including Pixalate Analytics, Pre-Bid Blocking Lists, and Media Rating Terminal, reflect Pixalate’s opinions with respect to factors that Pixalate believes may be useful to our clients. While grounded in Pixalate’s proprietary technology and analytics (which Pixalate evaluates and updates continuously), these designations are merely Pixalate’s opinions (i.e., neither facts nor guarantees).
As used in the applicable Pixalate products and materials, and: (i) per the MRC, the term “'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;” and (ii) 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.”