Josh Speyer, CEO of AerServ, said in an email that tackling ad fraud head-on is critical to the integrity of the industry. Buyers want good performance and production, he said, and creating a standardization of measurement is one answer to view ability’s transparency uproar.
"Teaming with Pixalate Inc. is one way, for us, to get moving in that direction," Speyer said. "Self-accountability on the industry’s side will only better serve our customers and consumers, better serving everyone involved at day's end.”
Pixalate’s proprietary fraud detection tools identify auto reloaders, cookie click fraud, domain masking, device click fraud, fast clicker, domain impression fraud and cookie impression fraud. The company also offers fraud and viewability analytics.
Earlier this year, The Association of National Advertisers and WhiteOps projected ad fraud will cost advertisers $7.2 billion in 2016 as a result of fraudulent impressions.
Last week, Real-Time Daily reported that Pixalate launched a new metric, TruReach, that it says will offer a more holistic view of the quality of a seller’s ad inventory. The tool filters out fraudulent devices and measures real people who a media seller or exchange would have access to.