Mobile Advertising Company Creates an Additional Layer of Protection, Transparency and Measurement

AdColony, the mobile performance marketplace, announced that after an extensive vetting process, it has chosen Pixalate as its partner for prevention of digital ad fraud, specifically in mobile app environments.

AdColony already provides multiple layers of protection against ad fraud, including TAG certification and full compatibility with viewability measurement firms Integral Ad Science, DoubleVerify and MOAT.

“We’ve decided to double down on transparency and security for our advertisers,” said Paul Fields, Director of Strategic Partnerships at AdColony. “We’ve taken multiple actions to ensure that nothing can be sold on our platform unless we have absolute certainty about it, and this is yet another step toward 100% accountability. End results are ultimately what advertisers care about, but what happens before the ad gets shown is important too.”

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With so many areas of the fraud space still  undefined, AdColony was seeking a partner with strong standardization around how they measure ad fraud, as well as a company that held Media Ratings Council (MRC) accreditations for the detection and filtration of SIVT across display, in-app and OTT channels. Pixalate’s ability to audit served and viewable in-app ad impressions across display and video, combined with sophisticated invalid traffic detection and filtration, will help AdColony ensure that all inventory is legitimate.

AdColony also selected Pixalate for its ability to provide granular insights into why fraud is happening, and how. Unlike many other fraud prevention platforms, Pixalate can provide visibility into bundle IDs and even GDPR-compliant, user-level device ID metrics. AdColony values the way these metrics are reported back in a clear and concise way so it can work with its publishing partners to avoid blocking issues.

“The number one challenge facing digital advertising is ad fraud, and today’s main obstacle to fraud prevention is a black box technology approach,” noted Jalal Nasir, CEO of Pixalate. “Our ability to analyze and surface detailed metrics, such as bundle IDs, gives our clients better risk management results. We have invested heavily in mobile in-app fraud prevention, and we are proud to work with AdColony to allow them to transact confidently across their entire platform.”

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AdColony’s next step is to support new anti-ad-fraud initiatives, such as the IAB’s App-Ads.txt Specification for in-app environments, which would give advertisers increased transparency and help prevent the selling of counterfeit inventory.

“We are committed to providing the best solutions and the highest degree of transparency and accountability possible for our partners,” said Fields. “We will continue to put our beliefs and values into action by creating more partnerships like this, and supporting controls that will move the industry forward by leveling the playing field for all.”

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