Tappx has partnered with Pixalate in order to offer advanced invalid traffic (“IVT”) detection technology for its over-the-top (OTT) services. The global Tappx solutions, which will be enhanced by Pixalate technology, includes ‘Ad-Replacement’ services for digital TV, ‘Dynamic Ad Insertions’ (DAI), digital TV ad time slot detection and insertion of programmatic video ads, and ‘Addressable TV’ ads, which deliver targeted and personalised ads based on TV user interests.
Traditionally speaking, OTT was a “secure environment” typically set within the parameters of ‘digital commercial sales’ and championed by larger broadcasters and publishers.
However, OTT has evolved over the years. There is a growing number of viral content platforms appearing each day across an ever-expanding app ecosystem. OTT advertising spend continues to grow at a rapid pace — Magna projects a 40% jump in 2018 — but the fragmented ecosystem has opened the door for fraudulent activity.
Jalal Nasir, Pixalate CEO, commented: “Marketers have expressed concerns over inventory quality and ad fraud in OTT, and our industry-first MRC accreditation directly addresses those challenges. OTT advertising is rapidly expanding, and as the industry’s first solution for ad fraud detection and prevention in OTT, Pixalate is ready to guard the growing investments.”
José Manuel González Pacheco, Advanced TV & Audio Advertising Strategist and Partnerships Director at Tappx, commented: “The importance of trust and transparency, combined with the ability to control anti-fraudulent activities, directly correlates to a ‘maximum priority’ for advertising and content service providers. Pixalate bring outstanding protection to the Tappx portfolio of in-app programmatic solutions, and now we’re pleased to utilise Pixalate MRC accredited solutions for OTT. Pixalate has helped Tappx implement strategies that reduced IVT by blocking fraudulent apps and increasing app scale.”