--- title: "Pixalate Week in Review: April 30 - May 4, 2018" description: Pixalate reviews this week's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from 30 April-4 May 2018. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/gdpr-blog-image.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/gdpr-blog-image.png) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) | 3 min read # Pixalate Week in Review: April 30 - May 4, 2018 Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) May 4, 2018 4:06:41 PM This week's review of ad fraud and quality in the digital advertising space. ### **1. Sites with ads.txt tend toward higher viewability** ![ads.txt-viewability-blog-header-feb-march-2018 (1)](https://www.pixalate.com/hs-fs/hubfs/ads.txt-viewability-blog-header-feb-march-2018%20(1).png?width=640&height=320&name=ads.txt-viewability-blog-header-feb-march-2018%20(1).png) In a new [blog post](https://www.pixalate.com/viewability-ads-txt-enabled), Pixalate examines the relationship between viewability and ads.txt adoption. There are many KPIs used to determine "quality," and what qualifies as "quality inventory" can change from one company to the next. But viewability is one of the most ubiquitous measurements used in digital marketing today. So how do ads.txt-enabled sites stack up against sites without ads.txt in terms of viewability? ### **2. GDPR: Google's consent tool will limit publishers to 12 ad tech vendors** ![gdpr-blog-image](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/gdpr-blog-image.png?width=640&height=320&name=gdpr-blog-image.png) According to [AdExchanger](https://adexchanger.com/online-advertising/googles-gdpr-consent-tool-will-limit-publishers-to-12-ad-tech-vendors/), citing sources with knowledge, "...publishers using Google’s default [GDPR] consent technology will only be allowed to pass data to 12 supply chain partners, including Google itself, SSPs, exchanges, ad servers, DSPs, DMPs, plug-ins, tracking and measurement tags and third-party data suppliers." The article added: "Twelve may sound like plenty of vendors, but the policy would severely restrict the partner ecosystem if it were widely adopted by DFP customers. Time Inc., Business Insider and ESPN, for instance, respectively have 153, 68 and 22 homepage partner tags, according to Ghostery data." ### **3. Centro adds Pixalate's real-time viewability reporting to its programmatic ad buying platform** ![pixalate-centro-viewability](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/pixalate-centro-viewability.png?width=640&height=320&name=pixalate-centro-viewability.png) Centro this week [announced](https://www.pixalate.com/centro-pixalate-viewability-partnership) that is has integrated Pixalate's real-time viewability reporting into Basis, its programmatic ad platform. “Viewability has become a standard currency in the digital advertising ecosystem,” said Jalal Nasir, CEO of Pixalate. “By enabling Pixalate’s viewability measurement within Centro’s platform, media professionals will have seamless access to the valuable metrics required to build trust with all parties in the digital ad marketplace.” ### **4. IAB Tech Lab, IAB Europe release pubvendors.json, mobile in-app framework** ![iab](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/iab.jpg?width=640&height=320&name=iab.jpg) The [IAB Tech Lab and IAB Europe](https://iabtechlab.com/press-releases/iab-tech-lab-iab-europe-release-pubvendors-json-and-mobile-app-specifications-to-support-transparency-consent-framework/) have released pubvendors.json and mobile in-app specifications for the framework. Per the IAB, Pubvendors.json is intended to: - "Provide a standard for publishers to publicly declare the vendors that they work with, and their respective data rights/configuration" - "Allow vendors to verify publishers’ GDPR settings and verify/audit Consent Management Provider (CMP) consent strings" - "Establish a standard way for publishers to white-list vendors" - "Enable publishers to limit purposes and features (consistent with the Framework) on a per-vendor basis" ### **5. Marketers testing blockchain in 2018** ![blockchain-matrix](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/blockchain-matrix.jpg?width=640&height=320&name=blockchain-matrix.jpg) "The digital marketing and media industries are looking closely at whether blockchain can help solve some serious challenges with transparency, fraud and privacy," wrote [eMarketer](https://www.emarketer.com/content/blockchain-what-marketers-need-to-know-now) as part of the release of a new report, "Blockchain's Promise: How Digital Advertising May Use It to Increase Transparency, Reduce Friction and Solve Audience Identity Challenges." The article notes that 2018 will be a key year for "testing and learning." *Sign up for our blog to stay updated with new stats, trends, and analysis on digital ad fraud.* ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Data shows sites with ads.txt tend toward higher viewability](https://www.pixalate.com/blog/viewability-ads-txt-enabled) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Week in Review: May 7 - May 11, 2018 →](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-may-11-2018) ## You May Also Like These Stories on Weekly Recaps [![](https://www.pixalate.com/hubfs/pixalate-week-review-june-13.png) ](https://www.pixalate.com/blog/june-20-2025) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) ### [Pixalate Week in Review: June 16 - June 20, 2025](https://www.pixalate.com/blog/june-20-2025) Jun 20, 2025 11:09:13 AM | 3 min read [![](https://www.pixalate.com/hubfs/pixalate-week-review-june-13.png) ](https://www.pixalate.com/blog/june-13-2025) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) ### [Pixalate Week in Review: June 9 - June 13, 2025](https://www.pixalate.com/blog/june-13-2025) Jun 13, 2025 11:39:50 AM | 3 min read [![](https://www.pixalate.com/hubfs/June-6-Pixalate-Recap.png) ](https://www.pixalate.com/blog/june-6-2025) [Weekly Recaps](https://www.pixalate.com/blog/topic/weekly-recaps) ### [Pixalate Week in Review: June 2 - June 6, 2025](https://www.pixalate.com/blog/june-6-2025) Jun 6, 2025 1:00:13 PM | 2 min read ** ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-may-4-2018#) # Disclaimer Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. 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