Verve Group, a privacy-first omnichannel ad platform, today announced the addition of Pixalate’s Analytics tool to its ad fraud detection and measurement mechanisms. This is an extension of a long-standing business relationship between the two companies, with Verve Group having previously implemented Pixalate’s MRC-accredited invalid traffic (IVT) detection solutions across its platform. Today’s announcement cements Verve Group’s commitment to ensuring a safer, more transparent advertising ecosystem by addressing ad fraud from all angles.

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Pixalate’s Analytics tool enables Verve Group to measure invalid traffic more effectively by showcasing the time and source of fraudulent activity from inventory sources. The risk detection mechanism will enable Verve Group to identify various types of IVT across ad formats for complete coverage across all channels. This bodes well with Verve Group’s suite of programmatic solutions across mobile, desktop, and connected TV (CTV), allowing demand partners to buy global, brand-safe inventory confidently on its platform via actionable and evidence-based reports.

“Pixalate’s ability to cater to our omnichannel needs was a key factor in our decision to work more closely with them,” said Ionut Ciobotaru, chief product officer at Verve Group. “The ability to address display viewability, brand safety, and ad fraud issues within one platform allows us to increase the scope of offerings to our buyers, while also aligning with our commitment to providing advertising innovation at scale in brand-safe environments.”

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“We are excited to continue our partnership with the Verve Group as they tackle the issues that threaten the stability of the programmatic advertising supply chain,” said Jalal Nasir, CEO of Pixalate. “We remain committed to working with our partners to identify every threat, backed by our 20+ MRC accredited metrics including the only company that is certified in Server-Side-Ad-Insertion (SSAI) Measurement Metrics.”

In addition to working with Pixalate to improve quality traffic, Verve Group also runs internal checks on the validity of incoming requests to ensure that buyers receive the right data signals. The combination of internal and external checks serve as vital barriers preventing the flow of low- quality inventory.

Verve Group continues to be committed to developing its global mobile ad exchange for improved traffic quality, supported by products from Pixalate alongside investment into proprietary technology.

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