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Programmatic Ad Seller Misrepresentation Report - Web

Pixalate's Q4 2024 Programmatic Ad Seller Misrepresentation Report for Websites uses SCO data to examine unauthorized sellers in the open programmatic advertising supply chain across desktop and mobile web.

Key Findings:

  • 10% of web traffic with a Supply Chain Object (SCO) in Q4 2024 failed Pixalate’s SCO Verification due to unauthorized sellers.
  • 107% higher IVT rate when an alleged ‘complete’ chain has an unauthorized direct seller compared to verified supply paths, according to Pixalate’s data.

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

Download the full Web Traffic report today.

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Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.

Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”

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