New York, December 6, 2021 - Column6, the global advertising management platform built for Connected TV (CTV), has announced a business partnership with Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for CTV and Mobile Advertising. Pixalate will provide Column6 with invalid traffic (IVT) detection and filtration on CTV ad campaigns. Column6 will also leverage Pixalate’s ad fraud Supply Path Optimization (SPO) technology via the Pixalate Analytics platform.
This marks another push forward for Column6 in providing its clients with CTV-specific tools and services that create efficiencies and improve advertising results. In 2018, Pixalate, a leader in the space, was the first company to achieve accreditation from the Media Rating Council (MRC) for invalid traffic detection on CTV. Pixalate’s technology specializes in sophisticated invalid traffic (SIVT) detection, which will be a key component of efforts to eliminate CTV fraud and protect budgets in the coming years.
This comes at a time when CTV is a pivotal medium for brand advertisers to find safe, secure, and trustworthy sources, as overall inventory has seen immense growth in the past few years. As advertisers move dollars into CTV, they would like to see the same verification options they’ve come to expect from other forms of digital media. It means real-time quality reporting for analysis and optimization, from a trusted third-party source, which Column6 is able to provide through its relationship with Pixalate. Benchmark results so far have seen Column6 improve upon Pixalate’s thresholds that are in place for the CTV market, crediting both the quality of its partners and its commitment to eliminating extra steps between buyers and sellers.
“We are excited to announce our partnership with Column6 in the increasingly important CTV arena, which has grown 210% since 2019 and now reaches 86% of U.S. households, according to our latest data,” said Jalal Nasir, CEO of Pixalate.
Pixalate’s H1 2021 CTV Ad Supply Trends Report also shows that the LATAM CTV market, where Column6 has established an exchange that has seen rapid growth over the past few years, has seen open programmatic CTV ad spend increase 482% YoY. The business partnership between Pixalate and Column6 spans campaigns and inventory in all markets, providing consistent monitoring and measurability for all of Column6’s clients across the globe.
“For us, it comes back to eliminating as many intermediaries as possible in the supply chain,” said Mark Yackanich, CEO of Column6. “We want to make it easy for both buyers and sellers to transact on this inventory, and we want them to do so with confidence that they are reaching real consumers. We’re happy to have these Pixalate tools that help back up the effect of that. Our goal is to be one the cleanest clients that Pixalate offers its services to.”
Column6 is using Pixalate to monitor supply regularly while providing campaign-level measurement as an option for any advertiser running through the Column6 exchange.
About Column6
Column6 is a global advertising management platform built for connected TV. The C6 Platform encompasses a fully integrated SSP, Ad Server, Data Enablement and Exchange, all of which are designed for the unique needs of Connected TV apps and the teams that manage their inventory. Column6 provides ad management tools specific to CTV: Unified programmatic and managed demand optimization, audience targeting, real-time reporting, app content flagging, ad podding and frequency/exposure management. The software is paired with a transparent marketplace for demand, producing more informed transactions and improved relationships between buyers and sellers.
Column6 works with many of the industry’s highest quality, progressive CTV media owners across North and South America. Offices are located in New York and Denver.
About Pixalate
Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and OTT/CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and OTT/CTV advertising. www.pixalate.com
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Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”
