• by Ray Schultz , January 9, 2023

A new tool for combating digital ad fraud is being rolled out by Start.io. 

Start.io is partnering with Pixalate to validate compliance against ad fraud on its mobile programmatic platform. 

It deploys Pixalate Analytics and MRT to prevent fraud in mobile app environments.

Start.io sought to partner with a MRC accredited vendor to ensure that all inventory is legitimate.

 Pixalate' audits served and viewable in-app ad impressions across display and video, and also includes invalid traffic detection and filtration. The tool also provides an analytics dashboard that  provides metrics and dimensions to hone in on IVT sources, states Ronnie Mellow, vice president of operations at Pixalate. 

Start.io had already offered the capability to cover IAB's viewability benchmarks, including IAB Tech Lab's Open Measurement SDK, which enables full compatibility with viewability measurement firms Integral Ad Science, DoubleVerify and MOAT, the company says.

"We've taken numerous actions to ensure that nothing can go live on our platform unless we have complete certainty about it, and this is yet another step toward 100% accountability," states Ravit Ross, CRO of Start.io.