Analysis of the OpenRTB Supply Chain Object finds 55% higher Invalid Traffic (IVT) for SCOs marked as incomplete

Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the first Supply Path Optimization Trends Report for Q1 2023 to analyze the OpenRTB Supply Chain Object (SCO) in open programmatic advertising transactions.

The OpenRTB Supply Chain Object is a data structure that provides transparency and visibility into the programmatic advertising supply chain. Inspection of the SCO reveals the intermediaries involved in a programmatic advertising transaction, allowing for optimization of the supply path. The report provides valuable insights into the current state of supply chains in the programmatic advertising industry.

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Key findings –

• 87% of traffic as measured by Pixalate, with the supply chain object are marked as complete, indicating that the industry may be making strides toward transparency
• 55% higher average invalid traffic (IVT) rate when a chain is marked as incomplete, indicating obscured supply chains have higher IVT
• Desktop traffic exhibits the highest average chain lengths, 29% longer than CTV, indicating more controlled chains for the more valuable CTV traffic
• Display traffic has 15% longer supply chains than video traffic
• 40% higher IVT rate when comparing a single hop chain to a chain with 6+ hops, highlighting the importance of limiting the number of intermediaries in the supply chain to reduce fraud

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