The Basics
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      3. The Basics

      Glossary of MRT Tooltips

      The tooltips and definitions shown below are in the Media Ratings Terminal (MRT) and current as of March 2025.

      Section List:

      CTV (Roku)

      Tooltip/Label Description
      SECTION: OVERVIEW  
      Programmatic Popularity Rank Publisher Trust Index - Top Grossing Rank based on estimated programmatic spend
      SECTION: RISK OVERVIEW  
      Risk Overview Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and ad inventory.
      Risk Score Pixalate's unique overall advertising risk score based on blended risk factors including brand safety, invalid traffic and ad inventory.
      IVT The overall percentage of Invalid Traffic (IVT) associated with advertising transactions for the app. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      Est. SSAI The percentage of traffic observed to utilize server-side-ad-insertion (SSAI) integrations for ad/ad content delivery to the end user.
      Est. Transparent SSAI SSAI tracked impressions that come from proxies passing X-Device-User-Agent headers for more transparency.
      Brand Safety Risk Risk factors to advertiser Brand Safety broken down by both in-app content such as images, and descriptive text about the app.
      Pixalate Advisories Pixalate's unique listing of key advisories for a particular app based on risk factors (e.g., app-ads.txt, app permissions, privacy terms, etc.).
      SECTION: APP SPOOFING  
      App Spoofing Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate.
      Apparent Victim of Spoofing Indicates if the app has a significant amount of impressions detected that may be misrepresented in advertising transactions.
      Potential Bundle Id Spoofing Risk The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site.
      Impression Volume Obfuscation The traffic behind this app is associated with potential backround activity that fires multiple impressions at once.
      Device Obfuscation The traffic behind this app comes from oobfuscated device identifiers.
      User Agent Obfuscation The User Agent (UA) detected by Pixalate does not match the UA passed in the bid request.
      SECTION: APP DETAILS  
      App Details Key platform specific details for each app.
      App Information Detailed app specific information.
      Owner Domain Business domain of the owner of the app, as declared in the corresponding app-ads.txt file.
      Keywords Search terms and keywords typically associated to the app.
      App's Privacy Policy Indicates whether an app-specific privacy policy is maintained. Apps which do not maintain a privacy policy may be of higher risk to advertisers and sellers.
      Revenue Sources The primary source of revenue (e.g., ads, in-app subscriptions, etc.), as cited within the app store.
      CVAA Compliant Indicates whether the app is in compliance with the FCC's Communications and Video Accessibility Act (CVAA) Standards. Compliance with CVAA Standards is required across premium OTT/CTV Video on Demand (VoD) content (e.g., TVoD), Subscription VoD (SVoD) content, and content delivered via traditional cable outlets.
      App Age The amount of time the app has been listed within the app store. Apps which have been listed for an extended period of time may present less risk than those recently published.
      Published Date The date of original publication within the app store.
      Bundle ID The unique textual identifier of the app within the app store. For Roku, this is oftentimes referred to as the Channel ID.
      SECTION: DEVELOPER OVERVIEW  
      Developer Overview Essential information about the app's developer.
      Name The business name of the app's developer.
      Total Apps The total number apps available from the developer.
      WHOIS Info Hidden Businesses with privately registered anonymous domains are flagged as high risk.
      Terms and Conditions Businesses without published terms and conditions on their website are flagged as high risk to advertisers and sellers.
      Privacy Policy Indicates the presence of a privacy policy on the app's publisher or developer website. Businesses without a privacy policy on their website are flagged as high risk to advertisers and sellers.
      SECTION: RANKINGS BY COUNTRY  
      Rankings by Country Market Share and Reach Rankings by Country
      Global Reach Ranking By Country Reach Ranking by Country
      Global Market Share Ranking by Country Market Share Ranking by Country
      SECTION: COPPA VIOLATION RISK  
      Pencil/Edit Suggest an edit to COPPA Audience
      Privacy Policy Indicates if Pixalate can detect a privacy policy. The COPPA Rule requires a site/app to have a privacy policy that explicitly describes how it handles the data of children below 13.
      Transmits Residential IP Indicates if an app is transmitting residential IP address such as the Wifi IP address from which location can be determined. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
      Transmits Location Indicates if an app is transmitting location through disclosure of latitude and longitude coordinates. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
      SECTION: CHANNELS  
      Channels Channels available for apps considered as aggregators or providers of 'skinny bundles'
      SECTION: BRAND SAFETY  
      Brand Safety The combined risk to advertiser Brand Safety, from all risk factors detailed in the Brand Safety Risk section, based on both descriptive text and content analysis.
      Description Risk The overall Brand Safety risk to advertisers based on textual analysis of the app's descriptive text. App descriptive text is processed through natural language algorithms and comprehensive categorical dictionaries to predict the advertiser brand safety risk.
      Advisories The risk to brand safety derived from the app's content advisories
      Adult Content The risk to brand safety from Adult themed content based on textual analysis of the app and its descriptive content
      Drug Content The risk to brand safety from Drug themed content based on textual analysis of the app and its descriptive content
      Alcohol Content The risk to brand safety from Alcohol themed content based on textual analysis of the app and its descriptive content
      Hate Speech The risk to brand safety from Hate Speech content based on textual analysis of the app and its descriptive content
      Offensive Content The risk to brand safety from content with Offensive Language based on textual analysis of the app and its descriptive content
      SECTION: TRAFFIC TRENDS  
      Traffic Trends This report illustrates the most common user journeys from app to app. It leverages shared users to not only connect apps together but also to create relationships between a series of apps.
      Traffic Overview Traffic volume and ad inventory estimates for the app along with associated advertising risk factors.
      Potential Bundle Id Spoofing Risk The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site
      Advertising IVT Risk The risk of advertising impressions delivered to the app being due to invalid traffic (IVT). IVT risk is derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC) and the Interactive Advertising Bureau (IAB).
      Trusted Seller Pixalate crunches the data to rate sellers representing this app on the basis of a number of factors including audience reach and invalid traffic risk.
      IVT Free Users The percentage of the app's individual user-base not responsible for presence of invalid traffic.
      Est. Daily Reach Est. Daily Reach
      Est. Monthly Reach Est. Monthly Reach
      SECTION: AUTHORIZED SELLER (APP-ADS.TXT)  
      Authorized Seller (App-Ads.txt) The contribution of various sell side platforms to programmatic ad impressions sold on the app.
      Direct Sellers The contribution of direct sellers to programmatic ad impressions sold on the app.
      Reseller The contribution of resellers (e.g., intermediaries, etc.) to programmatic ad impressions sold on the app.
      Unauthorized Seller The contribution of unauthorized sellers (based on exclusion from App-Ads.Txt file) to programmatic ad impressions sold on the app.
      SECTION: MADE FOR ADVERTISING (MFA) RISK  
      MFA Risk Pixalate's assessment of the risk of the app being deemed MFA.
      Ad Refresh Rate Number of Ad Impressions presented to the user, per hour.
      SECTION: INVALID TRAFFIC (IVT)  
      Invalid Traffic (IVT) Apps are measured according to the industry standard classifications of invalid traffic.
      Sophisticated Invalid Traffic (SIVT) SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic
      General Invalid Traffic (GIVT) GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk.
      Sub-section: SIVT Types  
      SIVT Types The type of sophisticated invalid traffic (SIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      appSpoofing Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate.
      clickFarm An impression originating from a user who has been flagged as being associated with human click farm activity.
      cookieStuffing Activity from a cookie which has connected to the internet via a statistically significant inflated number of different IP Addresses.
      datacenterProxy The impression is from an intermediary proxy device, running in a datacenter, that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
      defasedApp Traffic sourced from mobile apps that have been delisted from their respective app stores.
      deviceIdStuffing Activity from a device which has connected to the internet via a statistically significant inflated number of different IP Addresses.
      displayClickFraud Clicks that are generated from the same device at an inflated rate.
      displayImpressionFraud Impressions that are generated from the same device at a statistically significant inflated rate.
      doorwaySite A user which has been flagged for accessing a given page or domain via multiple spoofed page referrers.
      highCTRTraffic Traffic associated with domains or apps demonstrating high risk CTR behavior.
      highRiskApp The impression is from an app which has been flagged for a high risk of invalid traffic.
      highRiskSCONode This form of IVT is flagged when an SCO includes a High Risk SCO Node. ie, the impression has an SCO Node that has been flagged for a high risk of invalid traffic.
      highRiskDeveloper An app that belong to a developer that has created one or more blacklisted apps, and which also generates a large volume of invalid traffic.
      highRiskDeviceId The impression is from a device ID that has been flagged for a high risk of invalid traffic.
      highRiskDomain The impression is from a domain which has been flagged for a high risk of invalid traffic.
      highRiskIP The impression is from an IP Address which has been flagged for a high risk of invalid traffic.
      hijackedSession Activity originating from a device which has a statistically significant inflated number of user sessions.
      IPObfuscation An IP which has been spoofed such that the impression is rendered to a different IP address than the one originally offered.
      locationObfuscation Activity originating from an IP where multiple impressions deviate from the geographic location that is reported in the advertising transaction.
      malware The impression is from domains or pages known to host malware.
      maskedIP The IP of a user does not match the IP and the associated ISP reported in the advertising transaction.
      maskediCloudRelayIP The IP of a user does not match the IP and the associated ISP reported in the advertising transaction, and the reported IP was claimed to be an iCloud Private Relay IP address.
      phishing The impression is from domains or pages associated with phishing tactics.
      proxy The impression is from an intermediary proxy device that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
      publisherFraud Publishers operating domains or apps which violate standard ad serving practices including, for example, stacked ads, high ad density and inflated impression counts.
      SCOunauthorizedDirectSeller This form of IVT is flagged when the SCO includes an Unauthorized Direct Seller; meaning the ads.txt or app-ads.txt file does not list the seller in the first node of the SCO as DIRECT.
      SCOunauthorizedDirectSellerPublisherMissing This form of IVT is flagged when the first node of the SCO does not point to a publisher.
      smartbot Bots (or users) that change their browser agent string (spoofing) and cookies very often under the same IP, creating low volume traffic or high volume traffic under configuration that looks like a busy enterprise network.
      videoClickFraud Video ad clicks that are generated from the same device at a statistically significant inflated rate.
      videoImpressionFraud Video ad impressions that are generated from the same device at a statistically significant inflated rate.
      Sub-section: GIVT Types  
      GIVT Types The type of general invalid traffic (GIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      autoreloader Impressions with very periodic patterns that cannot be generated by a human.
      blankUserAgent The impression has an empty User Agent field.
      datacenter The User’s IP has a match in the Pixalate known Datacenter list.
      duplicateClicks High volumes of duplicate clicks which may indicate an integration issue.
      duplicateImpressions High volumes of duplicate impressions which may indicate an integration issue.
      fastClicker Activity originating from users which generate clicks less than one second apart from their respective impression.
      IABcrawler Activity originating from bots that use a User Agent string which matches a User Agent on the list of IAB known crawlers.
      IABdummyBot Activity originating from bots that use a User Agent string which does not match any existing browser.
      idioBots Bots (or users) that change their User Agent string (spoofing), while keeping the same cookie.
      privateIP The IP Address associated with the ad impression is from the private network space.
      TOR Traffic originating from a TOR network node.
      SECTION: INVENTORY  
      Inventory The estimated volume of ad impressions offered by the app over programmatic advertising platforms and exchanges.
      Inventory by Region The estimated volume of programmatic ad impressions broken down by business region.
      Inventory by Ad Size The estimated volume of programmatic ad impressions broken down by ad size.
      Inventory by DMA The estimated volume of programmatic ad impressions broken down by Designated Market Area (DMA).
      Go back to the top

      CTV (FireTV)

      Tooltip/Label Description
      SECTION: OVERVIEW  
      Programmatic Popularity Rank Publisher Trust Index - Top Grossing Rank based on estimated programmatic spend
      SECTION: RISK OVERVIEW  
      Risk Overview Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and ad inventory.
      Risk Score Pixalate's unique overall advertising risk score based on blended risk factors including brand safety, invalid traffic and ad inventory.
      IVT The overall percentage of Invalid Traffic (IVT) associated with advertising transactions for the app. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      Est. SSAI The percentage of traffic observed to utilize server-side-ad-insertion (SSAI) integrations for ad/ad content delivery to the end user.
      Est. Transparent SSAI SSAI tracked impressions that come from proxies passing X-Device-User-Agent headers for more transparency.
      Brand Safety Risk Risk factors to advertiser Brand Safety broken down by both in-app content such as images, and descriptive text about the app.
      Pixalate Advisories Pixalate's unique listing of key advisories for a particular app based on risk factors (e.g., app-ads.txt, app permissions, privacy terms, etc.).
      SECTION: APP SPOOFING  
      App Spoofing Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate.
      Apparent Victim of Spoofing Indicates if the app has a significant amount of impressions detected that may be misrepresented in advertising transactions.
      Potential Bundle Id Spoofing Risk The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site.
      Impression Volume Obfuscation The traffic behind this app is associated with potential backround activity that fires multiple impressions at once.
      Device Obfuscation The traffic behind this app comes from oobfuscated device identifiers.
      User Agent Obfuscation The User Agent (UA) detected by Pixalate does not match the UA passed in the bid request.
      SECTION: APP DETAILS  
      App Details Key platform specific details for each app.
      App Information Detailed app specific information.
      Owner Domain Business domain of the owner of the app, as declared in the corresponding app-ads.txt file.
      Keywords Search terms and keywords typically associated to the app.
      App's Privacy Policy Indicates whether an app-specific privacy policy is maintained. Apps which do not maintain a privacy policy may be of higher risk to advertisers and sellers.
      Revenue Sources The primary source of revenue (e.g., ads, in-app subscriptions, etc.), as cited within the app store.
      CVAA Compliant Indicates whether the app is in compliance with the FCC's Communications and Video Accessibility Act (CVAA) Standards. Compliance with CVAA Standards is required across premium OTT/CTV Video on Demand (VoD) content (e.g., TVoD), Subscription VoD (SVoD) content, and content delivered via traditional cable outlets.
      App Age The amount of time the app has been listed within the app store. Apps which have been listed for an extended period of time may present less risk than those recently published.
      Published Date The date of original publication within the app store.
      Bundle ID The unique textual identifier of the app within the app store. For Roku, this is oftentimes referred to as the Channel ID.
      SECTION: DEVELOPER OVERVIEW  
      Developer Overview Essential information about the app's developer.
      Name The business name of the app's developer.
      Total Apps The total number apps available from the developer.
      WHOIS Info Hidden Businesses with privately registered anonymous domains are flagged as high risk.
      Terms and Conditions Businesses without published terms and conditions on their website are flagged as high risk to advertisers and sellers.
      Privacy Policy Indicates the presence of a privacy policy on the app's publisher or developer website. Businesses without a privacy policy on their website are flagged as high risk to advertisers and sellers.
      SECTION: RANKINGS BY COUNTRY  
      Rankings by Country Market Share and Reach Rankings by Country
      Global Reach Ranking By Country Reach Ranking by Country
      Global Market Share Ranking by Country Market Share Ranking by Country
      SECTION: COPPA VIOLATION RISK  
      Pencil/Edit Suggest an edit to COPPA Audience
      Privacy Policy Indicates if Pixalate can detect a privacy policy. The COPPA Rule requires a site/app to have a privacy policy that explicitly describes how it handles the data of children below 13.
      Transmits Residential IP Indicates if an app is transmitting residential IP address such as the Wifi IP address from which location can be determined. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
      Transmits Location Indicates if an app is transmitting location through disclosure of latitude and longitude coordinates. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
      SECTION: CHANNELS  
      Channels Channels available for apps considered as aggregators or providers of 'skinny bundles'
      SECTION: BRAND SAFETY  
      Sub-section: Description Risk  
      Brand Safety The combined risk to advertiser Brand Safety, from all risk factors detailed in the Brand Safety Risk section, based on both descriptive text and content analysis.
      Description Risk The overall Brand Safety risk to advertisers based on textual analysis of the app's descriptive text. App descriptive text is processed through natural language algorithms and comprehensive categorical dictionaries to predict the advertiser brand safety risk.
      Advisories The risk to brand safety derived from the app's content advisories
      Adult Content The risk to brand safety from Adult themed content based on textual analysis of the app and its descriptive content
      Drug Content The risk to brand safety from Drug themed content based on textual analysis of the app and its descriptive content
      Alcohol Content The risk to brand safety from Alcohol themed content based on textual analysis of the app and its descriptive content
      Hate Speech The risk to brand safety from Hate Speech content based on textual analysis of the app and its descriptive content
      Offensive Content The risk to brand safety from content with Offensive Language based on textual analysis of the app and its descriptive content
      Violence Content The risk to brand safety from potential violent imagery and content detected within the app.
      Sub-section: Content Risk  
      Content Risk The overall Brand Safety risk to advertisers based on computer vision driven image analysis as well as textual analysis of language extracted from images of the app's content. In-App visual content is processed through an advanced machine learning algorithm and evaluated for risk to advertiser brand safety.
      Adult Content The risk to brand safety from potential adult images and content detected within the app.
      Violence Content The risk to brand safety from potential violent imagery and content detected within the app.
      Image Text Extraction Images are processed to detect text components which are displayed here along with descriptive labels and probabilities.
      SECTION: TRAFFIC TRENDS  
      Traffic Trends This report illustrates the most common user journeys from app to app. It leverages shared users to not only connect apps together but also to create relationships between a series of apps.
      Traffic Overview Traffic volume and ad inventory estimates for the app along with associated advertising risk factors.
      Potential Bundle Id Spoofing Risk The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site
      Advertising IVT Risk The risk of advertising impressions delivered to the app being due to invalid traffic (IVT). IVT risk is derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC) and the Interactive Advertising Bureau (IAB).
      Trusted Seller Pixalate crunches the data to rate sellers representing this app on the basis of a number of factors including audience reach and invalid traffic risk.
      IVT Free Users The percentage of the app's individual user-base not responsible for presence of invalid traffic.
      Est. Daily Reach Est. Daily Reach
      Est. Monthly Reach Est. Monthly Reach
      SECTION: AUTHORIZED SELLER (APP-ADS.TXT)  
      Authorized Seller (App-Ads.txt) The contribution of various sell side platforms to programmatic ad impressions sold on the app.
      Direct Sellers The contribution of direct sellers to programmatic ad impressions sold on the app.
      Reseller The contribution of resellers (e.g., intermediaries, etc.) to programmatic ad impressions sold on the app.
      Unauthorized Seller The contribution of unauthorized sellers (based on exclusion from App-Ads.Txt file) to programmatic ad impressions sold on the app.
      SECTION: MADE FOR ADVERTISING (MFA) RISK  
      MFA Risk Pixalate's assessment of the risk of the app being deemed MFA.
      Ad Refresh Rate Number of Ad Impressions presented to the user, per hour.
      SECTION: INVALID TRAFFIC (IVT)  
      Invalid Traffic (IVT) Apps are measured according to the industry standard classifications of invalid traffic.
      Sophisticated Invalid Traffic (SIVT) SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic
      General Invalid Traffic (GIVT) GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk.
      Sub-section: SIVT Types  
      SIVT Types The type of sophisticated invalid traffic (SIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      appSpoofing Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate.
      clickFarm An impression originating from a user who has been flagged as being associated with human click farm activity.
      cookieStuffing Activity from a cookie which has connected to the internet via a statistically significant inflated number of different IP Addresses.
      datacenterProxy The impression is from an intermediary proxy device, running in a datacenter, that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
      defasedApp Traffic sourced from mobile apps that have been delisted from their respective app stores.
      deviceIdStuffing Activity from a device which has connected to the internet via a statistically significant inflated number of different IP Addresses.
      displayClickFraud Clicks that are generated from the same device at an inflated rate.
      displayImpressionFraud Impressions that are generated from the same device at a statistically significant inflated rate.
      doorwaySite A user which has been flagged for accessing a given page or domain via multiple spoofed page referrers.
      highCTRTraffic Traffic associated with domains or apps demonstrating high risk CTR behavior.
      highRiskApp The impression is from an app which has been flagged for a high risk of invalid traffic.
      highRiskSCONode This form of IVT is flagged when an SCO includes a High Risk SCO Node. ie, the impression has an SCO Node that has been flagged for a high risk of invalid traffic.
      highRiskDeveloper An app that belong to a developer that has created one or more blacklisted apps, and which also generates a large volume of invalid traffic.
      highRiskDeviceId The impression is from a device ID that has been flagged for a high risk of invalid traffic.
      highRiskDomain The impression is from a domain which has been flagged for a high risk of invalid traffic.
      highRiskIP The impression is from an IP Address which has been flagged for a high risk of invalid traffic.
      hijackedSession Activity originating from a device which has a statistically significant inflated number of user sessions.
      IPObfuscation An IP which has been spoofed such that the impression is rendered to a different IP address than the one originally offered.
      locationObfuscation Activity originating from an IP where multiple impressions deviate from the geographic location that is reported in the advertising transaction.
      malware The impression is from domains or pages known to host malware.
      maskedIP The IP of a user does not match the IP and the associated ISP reported in the advertising transaction.
      maskediCloudRelayIP The IP of a user does not match the IP and the associated ISP reported in the advertising transaction, and the reported IP was claimed to be an iCloud Private Relay IP address.
      phishing The impression is from domains or pages associated with phishing tactics.
      proxy The impression is from an intermediary proxy device that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
      publisherFraud Publishers operating domains or apps which violate standard ad serving practices including, for example, stacked ads, high ad density and inflated impression counts.
      SCOunauthorizedDirectSeller This form of IVT is flagged when the SCO includes an Unauthorized Direct Seller; meaning the ads.txt or app-ads.txt file does not list the seller in the first node of the SCO as DIRECT.
      SCOunauthorizedDirectSellerPublisherMissing This form of IVT is flagged when the first node of the SCO does not point to a publisher.
      smartbot Bots (or users) that change their browser agent string (spoofing) and cookies very often under the same IP, creating low volume traffic or high volume traffic under configuration that looks like a busy enterprise network.
      videoClickFraud Video ad clicks that are generated from the same device at a statistically significant inflated rate.
      videoImpressionFraud Video ad impressions that are generated from the same device at a statistically significant inflated rate.
      Sub-section: GIVT Types  
      GIVT Types The type of general invalid traffic (GIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      autoreloader Impressions with very periodic patterns that cannot be generated by a human.
      blankUserAgent The impression has an empty User Agent field.
      datacenter The User’s IP has a match in the Pixalate known Datacenter list.
      duplicateClicks High volumes of duplicate clicks which may indicate an integration issue.
      duplicateImpressions High volumes of duplicate impressions which may indicate an integration issue.
      fastClicker Activity originating from users which generate clicks less than one second apart from their respective impression.
      IABcrawler Activity originating from bots that use a User Agent string which matches a User Agent on the list of IAB known crawlers.
      IABdummyBot Activity originating from bots that use a User Agent string which does not match any existing browser.
      idioBots Bots (or users) that change their User Agent string (spoofing), while keeping the same cookie.
      privateIP The IP Address associated with the ad impression is from the private network space.
      TOR Traffic originating from a TOR network node.
      SECTION: INVENTORY  
      Inventory The estimated volume of ad impressions offered by the app over programmatic advertising platforms and exchanges.
      Inventory by Region The estimated volume of programmatic ad impressions broken down by business region.
      Inventory by Ad Size The estimated volume of programmatic ad impressions broken down by ad size.
      Inventory by DMA The estimated volume of programmatic ad impressions broken down by Designated Market Area (DMA).
      Go back to the top

      CTV (Samsung)

      Tooltip/Label Description
      SECTION: OVERVIEW  
      Programmatic Popularity Rank Publisher Trust Index - Top Grossing Rank based on estimated programmatic spend
      SECTION: RISK OVERVIEW  
      Risk Overview Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and ad inventory.
      Risk Score Pixalate's unique overall advertising risk score based on blended risk factors including brand safety, invalid traffic and ad inventory.
      IVT The overall percentage of Invalid Traffic (IVT) associated with advertising transactions for the app. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      Est. SSAI The percentage of traffic observed to utilize server-side-ad-insertion (SSAI) integrations for ad/ad content delivery to the end user.
      Est. Transparent SSAI SSAI tracked impressions that come from proxies passing X-Device-User-Agent headers for more transparency.
      Brand Safety Risk Risk factors to advertiser Brand Safety broken down by both in-app content such as images, and descriptive text about the app.
      Pixalate Advisories Pixalate's unique listing of key advisories for a particular app based on risk factors (e.g., app-ads.txt, app permissions, privacy terms, etc.).
      SECTION: APP SPOOFING  
      App Spoofing Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate.
      Apparent Victim of Spoofing Indicates if the app has a significant amount of impressions detected that may be misrepresented in advertising transactions.
      Potential Bundle Id Spoofing Risk The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site.
      Impression Volume Obfuscation The traffic behind this app is associated with potential backround activity that fires multiple impressions at once.
      Device Obfuscation The traffic behind this app comes from oobfuscated device identifiers.
      User Agent Obfuscation The User Agent (UA) detected by Pixalate does not match the UA passed in the bid request.
      SECTION: APP DETAILS  
      App Details Key platform specific details for each app.
      App Information Detailed app specific information.
      Owner Domain Business domain of the owner of the app, as declared in the corresponding app-ads.txt file.
      Keywords Search terms and keywords typically associated to the app.
      App's Privacy Policy Indicates whether an app-specific privacy policy is maintained. Apps which do not maintain a privacy policy may be of higher risk to advertisers and sellers.
      Revenue Sources The primary source of revenue (e.g., ads, in-app subscriptions, etc.), as cited within the app store.
      CVAA Compliant Indicates whether the app is in compliance with the FCC's Communications and Video Accessibility Act (CVAA) Standards. Compliance with CVAA Standards is required across premium OTT/CTV Video on Demand (VoD) content (e.g., TVoD), Subscription VoD (SVoD) content, and content delivered via traditional cable outlets.
      App Age The amount of time the app has been listed within the app store. Apps which have been listed for an extended period of time may present less risk than those recently published.
      Published Date The date of original publication within the app store.
      Bundle ID The unique textual identifier of the app within the app store. For Roku, this is oftentimes referred to as the Channel ID.
      SECTION: DEVELOPER OVERVIEW  
      Developer Overview Essential information about the app's developer.
      Name The business name of the app's developer.
      Total Apps The total number apps available from the developer.
      WHOIS Info Hidden Businesses with privately registered anonymous domains are flagged as high risk.
      Terms and Conditions Businesses without published terms and conditions on their website are flagged as high risk to advertisers and sellers.
      Privacy Policy Indicates the presence of a privacy policy on the app's publisher or developer website. Businesses without a privacy policy on their website are flagged as high risk to advertisers and sellers.
      SECTION: RANKINGS BY COUNTRY  
      Rankings by Country Market Share and Reach Rankings by Country
      Global Reach Ranking By Country Reach Ranking by Country
      Global Market Share Ranking by Country Market Share Ranking by Country
      SECTION: COPPA VIOLATION RISK  
      Pencil/Edit Suggest an edit to COPPA Audience
      Privacy Policy Indicates if Pixalate can detect a privacy policy. The COPPA Rule requires a site/app to have a privacy policy that explicitly describes how it handles the data of children below 13.
      Transmits Residential IP Indicates if an app is transmitting residential IP address such as the Wifi IP address from which location can be determined. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
      Transmits Location Indicates if an app is transmitting location through disclosure of latitude and longitude coordinates. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
      SECTION: CHANNELS  
      Channels Channels available for apps considered as aggregators or providers of 'skinny bundles'
      SECTION: BRAND SAFETY  
      Sub-section: Description Risk  
      Brand Safety The combined risk to advertiser Brand Safety, from all risk factors detailed in the Brand Safety Risk section, based on both descriptive text and content analysis.
      Description Risk The overall Brand Safety risk to advertisers based on textual analysis of the app's descriptive text. App descriptive text is processed through natural language algorithms and comprehensive categorical dictionaries to predict the advertiser brand safety risk.
      Advisories The risk to brand safety derived from the app's content advisories
      Adult Content The risk to brand safety from Adult themed content based on textual analysis of the app and its descriptive content
      Drug Content The risk to brand safety from Drug themed content based on textual analysis of the app and its descriptive content
      Alcohol Content The risk to brand safety from Alcohol themed content based on textual analysis of the app and its descriptive content
      Hate Speech The risk to brand safety from Hate Speech content based on textual analysis of the app and its descriptive content
      Offensive Content The risk to brand safety from content with Offensive Language based on textual analysis of the app and its descriptive content
      Violence Content The risk to brand safety from potential violent imagery and content detected within the app.
      Sub-section: Content Risk  
      Content Risk The overall Brand Safety risk to advertisers based on computer vision driven image analysis as well as textual analysis of language extracted from images of the app's content. In-App visual content is processed through an advanced machine learning algorithm and evaluated for risk to advertiser brand safety.
      Adult Content The risk to brand safety from potential adult images and content detected within the app.
      Violence Content The risk to brand safety from potential violent imagery and content detected within the app.
      Image Text Extraction Images are processed to detect text components which are displayed here along with descriptive labels and probabilities.
      SECTION: TRAFFIC TRENDS  
      Traffic Trends This report illustrates the most common user journeys from app to app. It leverages shared users to not only connect apps together but also to create relationships between a series of apps.
      Traffic Overview Traffic volume and ad inventory estimates for the app along with associated advertising risk factors.
      Potential Bundle Id Spoofing Risk The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site
      Advertising IVT Risk The risk of advertising impressions delivered to the app being due to invalid traffic (IVT). IVT risk is derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC) and the Interactive Advertising Bureau (IAB).
      Trusted Seller Pixalate crunches the data to rate sellers representing this app on the basis of a number of factors including audience reach and invalid traffic risk.
      IVT Free Users The percentage of the app's individual user-base not responsible for presence of invalid traffic.
      Est. Daily Reach Est. Daily Reach
      Est. Monthly Reach Est. Monthly Reach
      SECTION: AUTHORIZED SELLER (APP-ADS.TXT)  
      Authorized Seller (App-Ads.txt) The contribution of various sell side platforms to programmatic ad impressions sold on the app.
      Direct Sellers The contribution of direct sellers to programmatic ad impressions sold on the app.
      Reseller The contribution of resellers (e.g., intermediaries, etc.) to programmatic ad impressions sold on the app.
      Unauthorized Seller The contribution of unauthorized sellers (based on exclusion from App-Ads.Txt file) to programmatic ad impressions sold on the app.
      SECTION: MADE FOR ADVERTISING (MFA) RISK  
      MFA Risk Pixalate's assessment of the risk of the app being deemed MFA.
      Ad Refresh Rate Number of Ad Impressions presented to the user, per hour.
      SECTION: INVALID TRAFFIC (IVT)  
      Invalid Traffic (IVT) Apps are measured according to the industry standard classifications of invalid traffic.
      Sophisticated Invalid Traffic (SIVT) SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic
      General Invalid Traffic (GIVT) GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk.
      Sub-section: SIVT Types  
      SIVT Types The type of sophisticated invalid traffic (SIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      appSpoofing Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate.
      clickFarm An impression originating from a user who has been flagged as being associated with human click farm activity.
      cookieStuffing Activity from a cookie which has connected to the internet via a statistically significant inflated number of different IP Addresses.
      datacenterProxy The impression is from an intermediary proxy device, running in a datacenter, that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
      defasedApp Traffic sourced from mobile apps that have been delisted from their respective app stores.
      deviceIdStuffing Activity from a device which has connected to the internet via a statistically significant inflated number of different IP Addresses.
      displayClickFraud Clicks that are generated from the same device at an inflated rate.
      displayImpressionFraud Impressions that are generated from the same device at a statistically significant inflated rate.
      doorwaySite A user which has been flagged for accessing a given page or domain via multiple spoofed page referrers.
      highCTRTraffic Traffic associated with domains or apps demonstrating high risk CTR behavior.
      highRiskApp The impression is from an app which has been flagged for a high risk of invalid traffic.
      highRiskSCONode This form of IVT is flagged when an SCO includes a High Risk SCO Node. ie, the impression has an SCO Node that has been flagged for a high risk of invalid traffic.
      highRiskDeveloper An app that belong to a developer that has created one or more blacklisted apps, and which also generates a large volume of invalid traffic.
      highRiskDeviceId The impression is from a device ID that has been flagged for a high risk of invalid traffic.
      highRiskDomain The impression is from a domain which has been flagged for a high risk of invalid traffic.
      highRiskIP The impression is from an IP Address which has been flagged for a high risk of invalid traffic.
      hijackedSession Activity originating from a device which has a statistically significant inflated number of user sessions.
      IPObfuscation An IP which has been spoofed such that the impression is rendered to a different IP address than the one originally offered.
      locationObfuscation Activity originating from an IP where multiple impressions deviate from the geographic location that is reported in the advertising transaction.
      malware The impression is from domains or pages known to host malware.
      maskedIP The IP of a user does not match the IP and the associated ISP reported in the advertising transaction.
      maskediCloudRelayIP The IP of a user does not match the IP and the associated ISP reported in the advertising transaction, and the reported IP was claimed to be an iCloud Private Relay IP address.
      phishing The impression is from domains or pages associated with phishing tactics.
      proxy The impression is from an intermediary proxy device that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
      publisherFraud Publishers operating domains or apps which violate standard ad serving practices including, for example, stacked ads, high ad density and inflated impression counts.
      SCOunauthorizedDirectSeller This form of IVT is flagged when the SCO includes an Unauthorized Direct Seller; meaning the ads.txt or app-ads.txt file does not list the seller in the first node of the SCO as DIRECT.
      SCOunauthorizedDirectSellerPublisherMissing This form of IVT is flagged when the first node of the SCO does not point to a publisher.
      smartbot Bots (or users) that change their browser agent string (spoofing) and cookies very often under the same IP, creating low volume traffic or high volume traffic under configuration that looks like a busy enterprise network.
      videoClickFraud Video ad clicks that are generated from the same device at a statistically significant inflated rate.
      videoImpressionFraud Video ad impressions that are generated from the same device at a statistically significant inflated rate.
      Sub-section: GIVT Types  
      GIVT Types The type of general invalid traffic (GIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      autoreloader Impressions with very periodic patterns that cannot be generated by a human.
      blankUserAgent The impression has an empty User Agent field.
      datacenter The User’s IP has a match in the Pixalate known Datacenter list.
      duplicateClicks High volumes of duplicate clicks which may indicate an integration issue.
      duplicateImpressions High volumes of duplicate impressions which may indicate an integration issue.
      fastClicker Activity originating from users which generate clicks less than one second apart from their respective impression.
      IABcrawler Activity originating from bots that use a User Agent string which matches a User Agent on the list of IAB known crawlers.
      IABdummyBot Activity originating from bots that use a User Agent string which does not match any existing browser.
      idioBots Bots (or users) that change their User Agent string (spoofing), while keeping the same cookie.
      privateIP The IP Address associated with the ad impression is from the private network space.
      TOR Traffic originating from a TOR network node.
      SECTION: INVENTORY  
      Inventory The estimated volume of ad impressions offered by the app over programmatic advertising platforms and exchanges.
      Inventory by Region The estimated volume of programmatic ad impressions broken down by business region.
      Inventory by Ad Size The estimated volume of programmatic ad impressions broken down by ad size.
      Inventory by DMA The estimated volume of programmatic ad impressions broken down by Designated Market Area (DMA).
      Go back to the top

      CTV (tvOS)

      Tooltip/Label Description
      SECTION: OVERVIEW  
      Programmatic Popularity Rank Publisher Trust Index - Top Grossing Rank based on estimated programmatic spend
      SECTION: RISK OVERVIEW  
      Risk Overview Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and ad inventory.
      Risk Score Pixalate's unique overall advertising risk score based on blended risk factors including brand safety, invalid traffic and ad inventory.
      IVT The overall percentage of Invalid Traffic (IVT) associated with advertising transactions for the app. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      Est. SSAI The percentage of traffic observed to utilize server-side-ad-insertion (SSAI) integrations for ad/ad content delivery to the end user.
      Est. Transparent SSAI SSAI tracked impressions that come from proxies passing X-Device-User-Agent headers for more transparency.
      Brand Safety Risk Risk factors to advertiser Brand Safety broken down by both in-app content such as images, and descriptive text about the app.
      Pixalate Advisories Pixalate's unique listing of key advisories for a particular app based on risk factors (e.g., app-ads.txt, app permissions, privacy terms, etc.).
      SECTION: APP SPOOFING  
      App Spoofing Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate.
      Apparent Victim of Spoofing Indicates if the app has a significant amount of impressions detected that may be misrepresented in advertising transactions.
      Potential Bundle Id Spoofing Risk The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site.
      Impression Volume Obfuscation The traffic behind this app is associated with potential backround activity that fires multiple impressions at once.
      Device Obfuscation The traffic behind this app comes from oobfuscated device identifiers.
      User Agent Obfuscation The User Agent (UA) detected by Pixalate does not match the UA passed in the bid request.
      SECTION: APP DETAILS  
      App Details Key platform specific details for each app.
      App Information Detailed app specific information.
      Owner Domain Business domain of the owner of the app, as declared in the corresponding app-ads.txt file.
      Keywords Search terms and keywords typically associated to the app.
      App's Privacy Policy Indicates whether an app-specific privacy policy is maintained. Apps which do not maintain a privacy policy may be of higher risk to advertisers and sellers.
      Revenue Sources The primary source of revenue (e.g., ads, in-app subscriptions, etc.), as cited within the app store.
      CVAA Compliant Indicates whether the app is in compliance with the FCC's Communications and Video Accessibility Act (CVAA) Standards. Compliance with CVAA Standards is required across premium OTT/CTV Video on Demand (VoD) content (e.g., TVoD), Subscription VoD (SVoD) content, and content delivered via traditional cable outlets.
      App Age The amount of time the app has been listed within the app store. Apps which have been listed for an extended period of time may present less risk than those recently published.
      Published Date The date of original publication within the app store.
      Bundle ID The unique textual identifier of the app within the app store. For Roku, this is oftentimes referred to as the Channel ID.
      SECTION: DEVELOPER OVERVIEW  
      Developer Overview Essential information about the app's developer.
      Name The business name of the app's developer.
      Total Apps The total number apps available from the developer.
      WHOIS Info Hidden Businesses with privately registered anonymous domains are flagged as high risk.
      Terms and Conditions Businesses without published terms and conditions on their website are flagged as high risk to advertisers and sellers.
      Privacy Policy Indicates the presence of a privacy policy on the app's publisher or developer website. Businesses without a privacy policy on their website are flagged as high risk to advertisers and sellers.
      SECTION: RANKINGS BY COUNTRY  
      Rankings by Country Market Share and Reach Rankings by Country
      Global Reach Ranking By Country Reach Ranking by Country
      Global Market Share Ranking by Country Market Share Ranking by Country
      SECTION: COPPA VIOLATION RISK  
      Pencil/Edit Suggest an edit to COPPA Audience
      Privacy Policy Indicates if Pixalate can detect a privacy policy. The COPPA Rule requires a site/app to have a privacy policy that explicitly describes how it handles the data of children below 13.
      Transmits Residential IP Indicates if an app is transmitting residential IP address such as the Wifi IP address from which location can be determined. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
      Transmits Location Indicates if an app is transmitting location through disclosure of latitude and longitude coordinates. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
      SECTION: CHANNELS  
      Channels Channels available for apps considered as aggregators or providers of 'skinny bundles'
      SECTION: BRAND SAFETY  
      Brand Safety The combined risk to advertiser Brand Safety, from all risk factors detailed in the Brand Safety Risk section, based on both descriptive text and content analysis.
      Description Risk The overall Brand Safety risk to advertisers based on textual analysis of the app's descriptive text. App descriptive text is processed through natural language algorithms and comprehensive categorical dictionaries to predict the advertiser brand safety risk.
      Advisories The risk to brand safety derived from the app's content advisories
      Adult Content The risk to brand safety from Adult themed content based on textual analysis of the app and its descriptive content
      Drug Content The risk to brand safety from Drug themed content based on textual analysis of the app and its descriptive content
      Alcohol Content The risk to brand safety from Alcohol themed content based on textual analysis of the app and its descriptive content
      Hate Speech The risk to brand safety from Hate Speech content based on textual analysis of the app and its descriptive content
      Offensive Content The risk to brand safety from content with Offensive Language based on textual analysis of the app and its descriptive content
      Violence Content The risk to brand safety from potential violent imagery and content detected within the app.
      Sub-section: Content Risk  
      Content Risk The overall Brand Safety risk to advertisers based on computer vision driven image analysis as well as textual analysis of language extracted from images of the app's content. In-App visual content is processed through an advanced machine learning algorithm and evaluated for risk to advertiser brand safety.
      Adult Content The risk to brand safety from potential adult images and content detected within the app.
      Violence Content The risk to brand safety from potential violent imagery and content detected within the app.
      Image Text Extraction Images are processed to detect text components which are displayed here along with descriptive labels and probabilities.
      SECTION: TRAFFIC TRENDS  
      Traffic Trends This report illustrates the most common user journeys from app to app. It leverages shared users to not only connect apps together but also to create relationships between a series of apps.
      Traffic Overview Traffic volume and ad inventory estimates for the app along with associated advertising risk factors.
      Potential Bundle Id Spoofing Risk The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site
      Advertising IVT Risk The risk of advertising impressions delivered to the app being due to invalid traffic (IVT). IVT risk is derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC) and the Interactive Advertising Bureau (IAB).
      Trusted Seller Pixalate crunches the data to rate sellers representing this app on the basis of a number of factors including audience reach and invalid traffic risk.
      IVT Free Users The percentage of the app's individual user-base not responsible for presence of invalid traffic.
      Est. Daily Reach Est. Daily Reach
      Est. Monthly Reach Est. Monthly Reach
      SECTION: AUTHORIZED SELLER (APP-ADS.TXT)  
      Authorized Seller (App-Ads.txt) The contribution of various sell side platforms to programmatic ad impressions sold on the app.
      Direct Sellers The contribution of direct sellers to programmatic ad impressions sold on the app.
      Reseller The contribution of resellers (e.g., intermediaries, etc.) to programmatic ad impressions sold on the app.
      Unauthorized Seller The contribution of unauthorized sellers (based on exclusion from App-Ads.Txt file) to programmatic ad impressions sold on the app.
      SECTION: MADE FOR ADVERTISING (MFA) RISK  
      MFA Risk Pixalate's assessment of the risk of the app being deemed MFA.
      Ad Refresh Rate Number of Ad Impressions presented to the user, per hour.
      SECTION: INVALID TRAFFIC (IVT)  
      Invalid Traffic (IVT) Apps are measured according to the industry standard classifications of invalid traffic.
      Sophisticated Invalid Traffic (SIVT) SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic
      General Invalid Traffic (GIVT) GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk.
      Sub-section: SIVT Types  
      SIVT Types The type of sophisticated invalid traffic (SIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      appSpoofing Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate.
      clickFarm An impression originating from a user who has been flagged as being associated with human click farm activity.
      cookieStuffing Activity from a cookie which has connected to the internet via a statistically significant inflated number of different IP Addresses.
      datacenterProxy The impression is from an intermediary proxy device, running in a datacenter, that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
      defasedApp Traffic sourced from mobile apps that have been delisted from their respective app stores.
      deviceIdStuffing Activity from a device which has connected to the internet via a statistically significant inflated number of different IP Addresses.
      displayClickFraud Clicks that are generated from the same device at an inflated rate.
      displayImpressionFraud Impressions that are generated from the same device at a statistically significant inflated rate.
      doorwaySite A user which has been flagged for accessing a given page or domain via multiple spoofed page referrers.
      highCTRTraffic Traffic associated with domains or apps demonstrating high risk CTR behavior.
      highRiskApp The impression is from an app which has been flagged for a high risk of invalid traffic.
      highRiskSCONode This form of IVT is flagged when an SCO includes a High Risk SCO Node. ie, the impression has an SCO Node that has been flagged for a high risk of invalid traffic.
      highRiskDeveloper An app that belong to a developer that has created one or more blacklisted apps, and which also generates a large volume of invalid traffic.
      highRiskDeviceId The impression is from a device ID that has been flagged for a high risk of invalid traffic.
      highRiskDomain The impression is from a domain which has been flagged for a high risk of invalid traffic.
      highRiskIP The impression is from an IP Address which has been flagged for a high risk of invalid traffic.
      hijackedSession Activity originating from a device which has a statistically significant inflated number of user sessions.
      IPObfuscation An IP which has been spoofed such that the impression is rendered to a different IP address than the one originally offered.
      locationObfuscation Activity originating from an IP where multiple impressions deviate from the geographic location that is reported in the advertising transaction.
      malware The impression is from domains or pages known to host malware.
      maskedIP The IP of a user does not match the IP and the associated ISP reported in the advertising transaction.
      maskediCloudRelayIP The IP of a user does not match the IP and the associated ISP reported in the advertising transaction, and the reported IP was claimed to be an iCloud Private Relay IP address.
      phishing The impression is from domains or pages associated with phishing tactics.
      proxy The impression is from an intermediary proxy device that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
      publisherFraud Publishers operating domains or apps which violate standard ad serving practices including, for example, stacked ads, high ad density and inflated impression counts.
      SCOunauthorizedDirectSeller This form of IVT is flagged when the SCO includes an Unauthorized Direct Seller; meaning the ads.txt or app-ads.txt file does not list the seller in the first node of the SCO as DIRECT.
      SCOunauthorizedDirectSellerPublisherMissing This form of IVT is flagged when the first node of the SCO does not point to a publisher.
      smartbot Bots (or users) that change their browser agent string (spoofing) and cookies very often under the same IP, creating low volume traffic or high volume traffic under configuration that looks like a busy enterprise network.
      videoClickFraud Video ad clicks that are generated from the same device at a statistically significant inflated rate.
      videoImpressionFraud Video ad impressions that are generated from the same device at a statistically significant inflated rate.
      Sub-section: GIVT Types  
      GIVT Types The type of general invalid traffic (GIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      autoreloader Impressions with very periodic patterns that cannot be generated by a human.
      blankUserAgent The impression has an empty User Agent field.
      datacenter The User’s IP has a match in the Pixalate known Datacenter list.
      duplicateClicks High volumes of duplicate clicks which may indicate an integration issue.
      duplicateImpressions High volumes of duplicate impressions which may indicate an integration issue.
      fastClicker Activity originating from users which generate clicks less than one second apart from their respective impression.
      IABcrawler Activity originating from bots that use a User Agent string which matches a User Agent on the list of IAB known crawlers.
      IABdummyBot Activity originating from bots that use a User Agent string which does not match any existing browser.
      idioBots Bots (or users) that change their User Agent string (spoofing), while keeping the same cookie.
      privateIP The IP Address associated with the ad impression is from the private network space.
      TOR Traffic originating from a TOR network node.
      SECTION: INVENTORY  
      Inventory The estimated volume of ad impressions offered by the app over programmatic advertising platforms and exchanges.
      Inventory by Region The estimated volume of programmatic ad impressions broken down by business region.
      Inventory by Ad Size The estimated volume of programmatic ad impressions broken down by ad size.
      Inventory by DMA The estimated volume of programmatic ad impressions broken down by Designated Market Area (DMA).
      Go back to the top

      Mobile App (Google Play)

      Tooltip/Label Description
      SECTION: OVERVIEW  
      Developer Suggest an edit to Developer
      IAB Primary Category Suggest an edit to IAB Primary Category
      IAB Subcategory Suggest an edit to IAB Subcategory
      Programmatic Popularity Rank Publisher Trust Index - Top Grossing Rank based on estimated programmatic spend
      SECTION: RISK OVERVIEW  
      Risk Overview Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and ad inventory.
      Smartphone Blended advertiser risk assessment for the App on Smartphones by global business region
      Tablet Blended advertiser risk assessment for the App on Tablets by global business region
      IVT The overall percentage of Invalid Traffic (IVT) associated with advertising transactions for the app. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      Viewability The average viewability for all display ad impressions in the app
      Brand Safety Risk The overall risk to advertiser Brand Safety from the app
      Pixalate Advisories Pixalate's unique listing of key advisories for a particular app based on risk factors (e.g., app-ads.txt, app permissions, privacy terms, etc.).
      SECTION: APP DETAILS  
      App Details Key platform specific details for each app
      App Information Detailed app specific information.
      Owner Domain Business domain of the owner of the app, as declared in the corresponding app-ads.txt file.
      Interactive Elements Interactive elements focus on what information the app has access to, what it can do with it, and whether there’s user-generated content inside it that may be outside of the control of the developer.
      Users nteract if there’s user-generated content inside the app that may be unfiltered or uncensored by the developers, eg Instagram, Viber, and most social apps
      Shares Info if the app can share your personal information with third-parties, eg Instagram, Viber, and most social apps
      Digital Purchases if the app allows you to make purchases, eg Amazon Shopping
      Ad Capabilities Detailed ad capabilities.
      Top Device The platform most commonly trafficked in programmatic advertising
      Display Top Size The display ad size most commonly trafficked in programmatic advertising
      Video Top Ad Size The video ad size most commonly trafficked in programmatic advertising
      Video Contribution The percentage of video ads trafficked on the app
      Display Contribution The percentage of display ads trafficked on the app
      Hyperlocation Availability The percentage of advertising transactions containing the user's latitude and longitude
      MRAID Version The most recent version of MRAID for which the app is compliant.
      Ads Detected Non ad-supported apps may be at risk of spoofing.
      SECTION: DEVELOPER OVERVIEW  
      Developer Overview Essential information about the app's developer
      Location The business address of the developer
      WHOIS Info Hidden Businesses with privately registered anonymous domains are flagged as high risk
      Terms and Conditions Detected Businesses without published terms and conditions are flagged as high risk
      Privacy Policy Detected Businesses without a privacy policy are flagged as high risk
      Facebook Low social media engagment on Facebook can be a risk factor
      LinkedIn Low social media engagment on LinkedIn can be a risk factor
      Twitter Low social media engagment on Twitter can be a risk factor
      SECTION: RANKINGS BY COUNTRY  
      Rankings by Country Market Share and Reach Rankings by Country
      Global Reach Ranking By Country Reach Ranking by Country
      Global Market Share Ranking by Country Market Share Ranking by Country
      SECTION: APP PERMISSION RISK  
      IVT RISK Suggest an edit to COPPA Audience
      SECTION: COPPA VIOLATION RISK  
      Pencil/Edit Suggest an edit to COPPA Audience
      Privacy Policy Indicates if Pixalate can detect a privacy policy. The COPPA Rule requires a site/app to have a privacy policy that explicitly describes how it handles the data of children below 13.
      Sensitive Permissions Indicates if an app requests permissions such as access to a device’s contacts, calendar, camera, or microphone. These types of permissions allow apps to collect personal information from users.
      Verifiable Parental Consent (VPC) Indicates if an app is seeking Verifiable Parental Consent in accordance with the COPPA Rule prior to collection, use or disclosure of personal information from children under 13.
      Transmits Residential IP Indicates if an app is transmitting residential IP address such as the Wifi IP address from which location can be determined. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
      Transmits Location Indicates if an app is transmitting location through disclosure of latitude and longitude coordinates. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
      SECTION: BRAND SAFETY  
      Sub-section: Description Brand Safety Risk  
      Brand Safety Risk factors to advertiser Brand Safety broken down by both in-app content such as images, and descriptive text about the app
      Description Brand Safety Risk App descriptive text is processed through natural language algorithms and comprehensive categorical dictionaries to predict the advertiser brand safety risk
      Advisories Risk The risk to brand safety derived from the app's content advisories
      Adult Content The risk to brand safety from Adult themed content based on textual analysis of the app and its descriptive content
      Drug Content The risk to brand safety from Drug themed content based on textual analysis of the app and its descriptive content
      Alcohol Content The risk to brand safety from Alcohol themed content based on textual analysis of the app and its descriptive content
      Hate Speech The risk to brand safety from Hate Speech content based on textual analysis of the app and its descriptive content
      Offensive Content The risk to brand safety from content with Offensive Language based on textual analysis of the app and its descriptive content
      Gambling Content The risk to brand safety from Gambling focused content based on textual analysis of the app and its descriptive content
      Violence Content The risk to brand safety from Violent content based on textual analysis of the app and its descriptive content
      Sub-section: Content Brand Safety Risk  
      Content Brand Safety Risk The overall Brand Safety risk to advertisers based on computer vision driven image analysis as well as textual analysis of language extracted from images of the app's content. In-App visual content is processed through an advanced machine learning algorithm and evaluated for risk to advertiser brand safety.
      Adult Content The risk to brand safety from potential adult images and content detected within the app.
      Violence Content The risk to brand safety from potential violent imagery and content detected within the app.
      Image Text Extraction Images are processed to detect text components which are displayed here along with descriptive labels and probabilities.
      SECTION: TRAFFIC TRENDS  
      Traffic Trends This report illustrates the most common user journeys from app to app. It leverages shared users to not only connect apps together but also to create relationships between a series of apps.
      Traffic Overview App Traffic Statistics and Risk Factors
      Potential Bundle Id Spoofing Risk The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site
      Location Masking Risk The risk that location data is inaccurate for advertising transactions involving the app
      Advertising IVT Risk The risk of advertising impressions delivered to the app being due to invalid traffic (IVT). IVT risk is derived from standardized definitions of invalid traffic maintained by the Media Ratings Council and IAB
      Click IVT Risk The risk of clicks originating from ads on the app being fraudluent
      Viewability Risk The risk of IAB viewability standards not being met for ad impressions on the app
      Est. Daily Reach Estimated daily reach of the app
      Est. Monthly Reach Estimated monthly reach of the app
      Inventory The estimated number of monthly impressions this app makes available programmatically
      SECTION: AUTHORIZED SELLER (APP-ADS.TXT)  
      Authorized Seller (App-Ads.txt) The contribution of various sell side platforms to programmatic ad impressions sold on the app.
      Direct Sellers The contribution of direct sellers to programmatic ad impressions sold on the app.
      Unauthorized Sellers The contribution of unauthorized sellers (based on exclusion from App-Ads.Txt file) to programmatic ad impressions sold on the app.
      SECTION: MADE FOR ADVERTISING (MFA) RISK  
      MFA Risk Pixalate's assessment of the risk of the app being deemed MFA.
      Ad Refresh Rate Number of Ad Impressions presented to the user, per hour.
      SECTION: INVALID TRAFFIC (IVT)  
      Invalid Traffic (IVT) Apps are measured according to the industry standard classifications of invalid traffic
      Sophisticated Invalid Traffic (SIVT) SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic
      General Invalid Traffic (GIVT) GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk.
      Sub-section: SIVT Types  
      SIVT Types The type of sophisticated invalid traffic (SIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      appSpoofing Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate.
      clickFarm An impression originating from a user who has been flagged as being associated with human click farm activity.
      cookieStuffing Activity from a cookie which has connected to the internet via a statistically significant inflated number of different IP Addresses.
      datacenterProxy The impression is from an intermediary proxy device, running in a datacenter, that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
      defasedApp Traffic sourced from mobile apps that have been delisted from their respective app stores.
      deviceIdStuffing Activity from a device which has connected to the internet via a statistically significant inflated number of different IP Addresses.
      displayClickFraud Clicks that are generated from the same device at an inflated rate.
      displayImpressionFraud Impressions that are generated from the same device at a statistically significant inflated rate.
      doorwaySite A user which has been flagged for accessing a given page or domain via multiple spoofed page referrers.
      highCTRTraffic Traffic associated with domains or apps demonstrating high risk CTR behavior.
      highRiskApp The impression is from an app which has been flagged for a high risk of invalid traffic.
      highRiskSCONode This form of IVT is flagged when an SCO includes a High Risk SCO Node. ie, the impression has an SCO Node that has been flagged for a high risk of invalid traffic.
      highRiskDeveloper An app that belong to a developer that has created one or more blacklisted apps, and which also generates a large volume of invalid traffic.
      highRiskDeviceId The impression is from a device ID that has been flagged for a high risk of invalid traffic.
      highRiskDomain The impression is from a domain which has been flagged for a high risk of invalid traffic.
      highRiskIP The impression is from an IP Address which has been flagged for a high risk of invalid traffic.
      hijackedSession Activity originating from a device which has a statistically significant inflated number of user sessions.
      IPObfuscation An IP which has been spoofed such that the impression is rendered to a different IP address than the one originally offered.
      locationObfuscation Activity originating from an IP where multiple impressions deviate from the geographic location that is reported in the advertising transaction.
      malware The impression is from domains or pages known to host malware.
      maskedIP The IP of a user does not match the IP and the associated ISP reported in the advertising transaction.
      maskediCloudRelayIP The IP of a user does not match the IP and the associated ISP reported in the advertising transaction, and the reported IP was claimed to be an iCloud Private Relay IP address.
      phishing The impression is from domains or pages associated with phishing tactics.
      proxy The impression is from an intermediary proxy device that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
      publisherFraud Publishers operating domains or apps which violate standard ad serving practices including, for example, stacked ads, high ad density and inflated impression counts.
      SCOunauthorizedDirectSeller This form of IVT is flagged when the SCO includes an Unauthorized Direct Seller; meaning the ads.txt or app-ads.txt file does not list the seller in the first node of the SCO as DIRECT.
      SCOunauthorizedDirectSellerPublisherMissing This form of IVT is flagged when the first node of the SCO does not point to a publisher.
      smartbot Bots (or users) that change their browser agent string (spoofing) and cookies very often under the same IP, creating low volume traffic or high volume traffic under configuration that looks like a busy enterprise network.
      videoClickFraud Video ad clicks that are generated from the same device at a statistically significant inflated rate.
      videoImpressionFraud Video ad impressions that are generated from the same device at a statistically significant inflated rate.
      Sub-section: GIVT Types  
      GIVT Types The type of general invalid traffic (GIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      autoreloader Impressions with very periodic patterns that cannot be generated by a human.
      blankUserAgent The impression has an empty User Agent field.
      datacenter The User’s IP has a match in the Pixalate known Datacenter list.
      duplicateClicks High volumes of duplicate clicks which may indicate an integration issue.
      duplicateImpressions High volumes of duplicate impressions which may indicate an integration issue.
      fastClicker Activity originating from users which generate clicks less than one second apart from their respective impression.
      IABcrawler Activity originating from bots that use a User Agent string which matches a User Agent on the list of IAB known crawlers.
      IABdummyBot Activity originating from bots that use a User Agent string which does not match any existing browser.
      idioBots Bots (or users) that change their User Agent string (spoofing), while keeping the same cookie.
      privateIP The IP Address associated with the ad impression is from the private network space.
      TOR Traffic originating from a TOR network node.
      SECTION: VIEWABILITY  
      Viewability The average viewability, according the IAB standard of 50% in view for at least 1 second, for display advertisements in the app.
      SECTION: ESTIMATED INVENTORY  
      Estimated Inventory The estimated volume of ad impressions offered by the app over programmatic advertising platforms and exchanges.
      Inventory by Devices The estimated volume of programmatic ad impressions broken down by device.
      Inventory by Region The estimated volume of programmatic ad impressions broken down by business region.
      Inventory by Ad Size The estimated volume of programmatic ad impressions broken down by ad size
      Inventory by DMA The estimated volume of programmatic ad impressions broken down by Designated Market Area (DMA)
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      Mobile App (iOS)

      Tooltip/Label Description
      SECTION: OVERVIEW  
      Developer Suggest an edit to Developer
      IAB Primary Category Suggest an edit to IAB Primary Category
      IAB Subcategory Suggest an edit to IAB Subcategory
      Programmatic Popularity Rank Publisher Trust Index - Top Grossing Rank based on estimated programmatic spend
      SECTION: RISK OVERVIEW  
      Risk Overview Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and ad inventory
      Smartphone Blended advertiser risk assessment for the App on Smartphones by global business region
      Tablet Blended advertiser risk assessment for the App on Tablets by global business region
      IVT The overall percentage of Invalid Traffic (IVT) associated with advertising transactions for the app. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      Viewability The average viewability for all display ad impressions in the app
      Brand Safety Risk The overall risk to advertiser Brand Safety from the app
      Pixalate Advisories Pixalate's unique listing of key advisories for a particular app based on risk factors (e.g., app-ads.txt, app permissions, privacy terms, etc.).
      SECTION: APP DETAILS  
      App Details Key platform specific details for each app
      App Information Detailed app specific information.
      Owner Domain Business domain of the owner of the app, as declared in the corresponding app-ads.txt file.
      Device Availability The types of devices on which the app is available
      Interactive Elements Interactive elements focus on what information the app has access to, what it can do with it, and whether there’s user-generated content inside it that may be outside of the control of the developer.
      Users nteract if there’s user-generated content inside the app that may be unfiltered or uncensored by the developers, eg Instagram, Viber, and most social apps
      Shares Info if the app can share your personal information with third-parties, eg Instagram, Viber, and most social apps
      Digital Purchases if the app allows you to make purchases, eg Amazon Shopping
      Ad Capabilities Detailed ad capabilities.
      Top Device The platform most commonly trafficked in programmatic advertising
      Display Top Size The display ad size most commonly trafficked in programmatic advertising
      Video Top Ad Size The video ad size most commonly trafficked in programmatic advertising
      Video Contribution The percentage of video ads trafficked on the app
      Display Contribution The percentage of display ads trafficked on the app
      Hyperlocation Availability The percentage of advertising transactions containing the user's latitude and longitude
      MRAID Version The most recent version of MRAID for which the app is compliant.
      Ads Detected Non ad-supported apps may be at risk of spoofing.
      SECTION: DEVELOPER OVERVIEW  
      Developer Overview Essential information about the app's developer
      Location The business address of the developer
      WHOIS Info Hidden Businesses with privately registered anonymous domains are flagged as high risk
      Terms and Conditions Detected Businesses without published terms and conditions are flagged as high risk
      Privacy Policy Detected Businesses without a privacy policy are flagged as high risk
      Facebook Low social media engagment on Facebook can be a risk factor
      LinkedIn Low social media engagment on LinkedIn can be a risk factor
      Twitter Low social media engagment on Twitter can be a risk factor
      SECTION: RANKINGS BY COUNTRY  
      Rankings by Country Market Share and Reach Rankings by Country
      Global Reach Ranking By Country Reach Ranking by Country
      Global Market Share Ranking by Country Market Share Ranking by Country
      SECTION: COPPA VIOLATION RISK  
      Pencil/Edit Suggest an edit to COPPA Audience
      Privacy Policy Indicates if Pixalate can detect a privacy policy. The COPPA Rule requires a site/app to have a privacy policy that explicitly describes how it handles the data of children below 13.
      Sensitive Permissions Indicates if an app requests permissions such as access to a device’s contacts, calendar, camera, or microphone. These types of permissions allow apps to collect personal information from users.
      Verifiable Parental Consent (VPC) Indicates if an app is seeking Verifiable Parental Consent in accordance with the COPPA Rule prior to collection, use or disclosure of personal information from children under 13.
      Transmits Residential IP Indicates if an app is transmitting residential IP address such as the Wifi IP address from which location can be determined. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
      Transmits Location Indicates if an app is transmitting location through disclosure of latitude and longitude coordinates. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
      SECTION: BRAND SAFETY  
      Sub-section: Description Brand Safety Risk  
      Brand Safety Risk factors to advertiser Brand Safety broken down by both in-app content such as images, and descriptive text about the app
      Description Brand Safety Risk App descriptive text is processed through natural language algorithms and comprehensive categorical dictionaries to predict the advertiser brand safety risk
      Advisories Risk The risk to brand safety derived from the app's content advisories
      Adult Content The risk to brand safety from Adult themed content based on textual analysis of the app and its descriptive content
      Drug Content The risk to brand safety from Drug themed content based on textual analysis of the app and its descriptive content
      Alcohol Content The risk to brand safety from Alcohol themed content based on textual analysis of the app and its descriptive content
      Hate Speech The risk to brand safety from Hate Speech content based on textual analysis of the app and its descriptive content
      Offensive Content The risk to brand safety from content with Offensive Language based on textual analysis of the app and its descriptive content
      Gambling Content The risk to brand safety from Gambling focused content based on textual analysis of the app and its descriptive content
      Violence Content The risk to brand safety from Violent content based on textual analysis of the app and its descriptive content
      Sub-section: Content Brand Safety Risk  
      Content Brand Safety Risk The overall Brand Safety risk to advertisers based on computer vision driven image analysis as well as textual analysis of language extracted from images of the app's content. In-App visual content is processed through an advanced machine learning algorithm and evaluated for risk to advertiser brand safety.
      Adult Content The risk to brand safety from potential adult images and content detected within the app.
      Violence Content The risk to brand safety from potential violent imagery and content detected within the app.
      Image Text Extraction Images are processed to detect text components which are displayed here along with descriptive labels and probabilities.
      SECTION: TRAFFIC TRENDS  
      Traffic Trends This report illustrates the most common user journeys from app to app. It leverages shared users to not only connect apps together but also to create relationships between a series of apps.
      Traffic Overview App Traffic Statistics and Risk Factors
      Potential Bundle Id Spoofing Risk The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site
      Location Masking Risk The risk that location data is inaccurate for advertising transactions involving the app
      Advertising IVT Risk The risk of advertising impressions delivered to the app being due to invalid traffic (IVT). IVT risk is derived from standardized definitions of invalid traffic maintained by the Media Ratings Council and IAB
      Click IVT Risk The risk of clicks originating from ads on the app being fraudluent
      Viewability Risk The risk of IAB viewability standards not being met for ad impressions on the app
      Est. Daily Reach Estimated daily reach of the app
      Est. Monthly Reach Estimated monthly reach of the app
      Inventory The estimated number of monthly impressions this app makes available programmatically
      Sub-section: Overall Traffic Overlap Trends  
      Sub-section: Traffic Overlap Trends by IVT  
      SECTION: AUTHORIZED SELLER (APP-ADS.TXT)  
      Authorized Seller (App-Ads.txt) The contribution of various sell side platforms to programmatic ad impressions sold on the app.
      Direct Sellers The contribution of direct sellers to programmatic ad impressions sold on the app.
      Unauthorized Sellers The contribution of unauthorized sellers (based on exclusion from App-Ads.Txt file) to programmatic ad impressions sold on the app.
      SECTION: MADE FOR ADVERTISING (MFA) RISK  
      MFA Risk Pixalate's assessment of the risk of the app being deemed MFA.
      Ad Refresh Rate Number of Ad Impressions presented to the user, per hour.
      SECTION: INVALID TRAFFIC (IVT)  
      Invalid Traffic (IVT) Apps are measured according to the industry standard classifications of invalid traffic
      Sophisticated Invalid Traffic (SIVT) SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic
      General Invalid Traffic (GIVT) GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk.
      Sub-section: SIVT Types  
      SIVT Types The type of sophisticated invalid traffic (SIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      appSpoofing Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate.
      clickFarm An impression originating from a user who has been flagged as being associated with human click farm activity.
      cookieStuffing Activity from a cookie which has connected to the internet via a statistically significant inflated number of different IP Addresses.
      datacenterProxy The impression is from an intermediary proxy device, running in a datacenter, that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
      defasedApp Traffic sourced from mobile apps that have been delisted from their respective app stores.
      deviceIdStuffing Activity from a device which has connected to the internet via a statistically significant inflated number of different IP Addresses.
      displayClickFraud Clicks that are generated from the same device at an inflated rate.
      displayImpressionFraud Impressions that are generated from the same device at a statistically significant inflated rate.
      doorwaySite A user which has been flagged for accessing a given page or domain via multiple spoofed page referrers.
      highCTRTraffic Traffic associated with domains or apps demonstrating high risk CTR behavior.
      highRiskApp The impression is from an app which has been flagged for a high risk of invalid traffic.
      highRiskSCONode This form of IVT is flagged when an SCO includes a High Risk SCO Node. ie, the impression has an SCO Node that has been flagged for a high risk of invalid traffic.
      highRiskDeveloper An app that belong to a developer that has created one or more blacklisted apps, and which also generates a large volume of invalid traffic.
      highRiskDeviceId The impression is from a device ID that has been flagged for a high risk of invalid traffic.
      highRiskDomain The impression is from a domain which has been flagged for a high risk of invalid traffic.
      highRiskIP The impression is from an IP Address which has been flagged for a high risk of invalid traffic.
      hijackedSession Activity originating from a device which has a statistically significant inflated number of user sessions.
      IPObfuscation An IP which has been spoofed such that the impression is rendered to a different IP address than the one originally offered.
      locationObfuscation Activity originating from an IP where multiple impressions deviate from the geographic location that is reported in the advertising transaction.
      malware The impression is from domains or pages known to host malware.
      maskedIP The IP of a user does not match the IP and the associated ISP reported in the advertising transaction.
      maskediCloudRelayIP The IP of a user does not match the IP and the associated ISP reported in the advertising transaction, and the reported IP was claimed to be an iCloud Private Relay IP address.
      phishing The impression is from domains or pages associated with phishing tactics.
      proxy The impression is from an intermediary proxy device that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
      publisherFraud Publishers operating domains or apps which violate standard ad serving practices including, for example, stacked ads, high ad density and inflated impression counts.
      SCOunauthorizedDirectSeller This form of IVT is flagged when the SCO includes an Unauthorized Direct Seller; meaning the ads.txt or app-ads.txt file does not list the seller in the first node of the SCO as DIRECT.
      SCOunauthorizedDirectSellerPublisherMissing This form of IVT is flagged when the first node of the SCO does not point to a publisher.
      smartbot Bots (or users) that change their browser agent string (spoofing) and cookies very often under the same IP, creating low volume traffic or high volume traffic under configuration that looks like a busy enterprise network.
      videoClickFraud Video ad clicks that are generated from the same device at a statistically significant inflated rate.
      videoImpressionFraud Video ad impressions that are generated from the same device at a statistically significant inflated rate.
      Sub-section: GIVT Types  
      GIVT Types The type of general invalid traffic (GIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      autoreloader Impressions with very periodic patterns that cannot be generated by a human.
      blankUserAgent The impression has an empty User Agent field.
      datacenter The User’s IP has a match in the Pixalate known Datacenter list.
      duplicateClicks High volumes of duplicate clicks which may indicate an integration issue.
      duplicateImpressions High volumes of duplicate impressions which may indicate an integration issue.
      fastClicker Activity originating from users which generate clicks less than one second apart from their respective impression.
      IABcrawler Activity originating from bots that use a User Agent string which matches a User Agent on the list of IAB known crawlers.
      IABdummyBot Activity originating from bots that use a User Agent string which does not match any existing browser.
      idioBots Bots (or users) that change their User Agent string (spoofing), while keeping the same cookie.
      privateIP The IP Address associated with the ad impression is from the private network space.
      TOR Traffic originating from a TOR network node.
      SECTION: VIEWABILITY  
      Viewability The average viewability, according the IAB standard of 50% in view for at least 1 second, for display advertisements in the app.
      SECTION: ESTIMATED INVENTORY  
      Estimated Inventory The estimated volume of ad impressions offered by the app over programmatic advertising platforms and exchanges.
      Inventory by Devices The estimated volume of programmatic ad impressions broken down by device.
      Inventory by Region The estimated volume of programmatic ad impressions broken down by business region.
      Inventory by Ad Size The estimated volume of programmatic ad impressions broken down by ad size
      Inventory by DMA The estimated volume of programmatic ad impressions broken down by Designated Market Area (DMA)
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      Websites

      Tooltip/Label Description
      SECTION: IVT OVERVIEW  
      IVT Overview The overall percentage of Invalid Traffic (IVT) associated with advertising transactions for the domain. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
      SECTION: RISK OVERVIEW  
      Risk Overview Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and ad inventory
      Desktop Blended advertiser risk assessment for the Domain on Desktops by global business region
      Mobile Blended advertiser risk assessment for the Domain on Mobile Phones by global business region
      Pixalate Advisories Pixalate's unique listing of key advisories for a particular domain based on risk factors (e.g., ads.txt, privacy terms, etc.).
      SECTION: MADE FOR ADVERTISING (MFA) RISK  
      MFA Risk Pixalate's assessment of the likelihood of the website being deemed MFA, based on Pixalate's MFA detection methodology.
      Ad Refresh Rate Number of ad impressions presented to a user, per minute.
      Ad Density Number of ad placements presented to a user, per minute.
      Social Traffic Rate Based on the amount of traffic sourced via social media.
      Paid Traffic Rate Based on the amount of traffic sourced via paid (ad) sources
      SECTION: SITE RISK  
      WHOIS Info Hidden Private Domains are those that are registered as anonymous in the Whois site registration data
      Corporate Email Indicates if the app has a significant amount of impressions detected that may be misrepresented in advertising transactions.
      SECTION: BRAND SAFETY RISK  
      Brand Safety Risk Risk levels for our brand safety categories are assessed at the homepage (root domain) level
      SECTION: SOCIAL MEDIA ENGAGEMENT  
      Social Media Engagement Active engagement levels for various social platforms
      SECTION: INVALID TRAFFIC (IVT)  
      GIVT% General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk
      SIVT% Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic; moderate to high risk traffic
      SECTION: VIEWABILITY  
      Global Viewability The average viewability percentage of valid traffic for all ad sizes and traffic types in the app
      SECTION: REFERRAL TRAFFIC  
      Social The percent of this domain's traffic that comes from social media
      Direct The percent of this domain's traffic that comes from a user directly typing the web address in their browser or clicking an existing bookmark
      Search The percent of this domain's traffic that comes from search engines
      Discovery The percent of this domain's traffic that comes from widgets or links to this site from other websites
      Email The percent of this domain's traffic that comes from email
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      MRT Discovery

      Tooltip/Label Description
      SELECTION: Connected TV (Roku, Fire TV, Samsung, tvOS)
      		  
      MFA Risk Pixalate's assessment of the risk of the app being deemed MFA, based on Pixalate's MFA detection methodology
      SELECTION: Mobile (Google Play. Apple App Store)  
      Est. Inventory The estimated number of monthly impressions this app makes available programmatically.
      Viewability The average viewability for all display ad impressions in the app
      Est. IVT Percentage of Invalid Traffic associated with advertising transactions for the app
      Blocklisted The app has been placed on a Pixalate high risk blocklist - contact sales for subscription details
      MFA Risk Pixalate's assessment of the risk of the app being deemed MFA, based on Pixalate's MFA detection methodology
      Brand Safety Risk Risk factors to advertiser Brand Safety broken down by both in-app content such as images, and descriptive text about the app
      Incentivized App Indicates if the app is an incentivized app
      User Generated Content Indicates if the app has user generated content
      SELECTION: Domains  
      Viewability The average viewability percentage of valid traffic for all ad sizes and traffic types in the domain
      IVT The total percentage of non-human traffic measured on the domain

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