Pixalate's Q3 2024 Programmatic Ad Seller Misrepresentation Report for Mobile App Traffic uses SCO data to examine unauthorized sellers in the open programmatic advertising supply chain across mobile apps.
Key Findings:
- $814 million in spend through unauthorized “direct” sellers: 12% of all mobile app open programmatic ad impressions (14% of traffic with an SCO marked as ‘complete’) are sold by unauthorized “direct” sellers, representing an estimated $814 million in global open programmatic mobile in-app ad spend
- Higher Ad Fraud Rates: 65% higher IVT, including ad fraud, in traffic with an unauthorized direct seller
- Unauthorized direct sellers and resellers: 38% of all SCOs in mobile app fail Pixalate verification due to an unauthorized seller (including direct or resellers)
Our analysis includes a set of SCO verification checks as defined by Pixalate, utilizing IAB Tech Lab’s ads.txt/app-ads.txt standards, along with SCO data from the OpenRTB bid stream to evaluate the accuracy of declared supply paths in the ad bid stream
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