• by Tobi Elkin  @tobielkin, July 5, 2017

Pixalate on Wednesday said it has received accreditation from the Media Rating Council (MRC) for sophisticated invalid traffic (SIVT) detection and filtration for desktop and mobile web impressions. In addition, the fraud protection provider said it has been granted continued MRC accreditation for desktop display viewability measurement.

The accreditation included an assessment of Pixalate’s compliance with the General Invalid Traffic (GIVT) provisions of MRC’s Invalid Traffic Detection and Filtration Guidelines.

SIVT, as compared to GIVT, handles fraud situations that are more difficult to detect and that require advanced analytics and human intervention to analyze and identify, according to the MRC. Examples of problems detected  include bots and spiders, or other crawlers masquerading as legitimate users; hijacked devices, user sessions, ad tags, and advertising creative; hidden, or otherwise intentionally obfuscated ad-serving; invalid proxy traffic; and adware and malware.

“This latest recognition, combined with its existing accreditation for desktop display viewability measurement, puts Pixalate among a select group to have earned these distinctions,” stated George W. Ivie, executive director and CEO of MRC.