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Supply Chain Object Validation Report

The Q4 2023 Supply Chain Object Validation Report contains insights from Pixalate’s OpenRTB SCO validation process, which examines programmatic advertising supply paths across Connected TV (CTV), mobile apps, desktop as well as mobile web and measures Invalid Traffic (IVT) rates, including ad fraud, across all the supply paths analyzed.

Key Findings

  • 25% of traffic with SCO in Q4 2023 did not pass Pixalate’s validation check
  • 34% market share decrease in SCOs marked as ‘incomplete’ from Q1 to Q4 2023
  • 32% market share increase in SCOs that do not pass validation from Q1 to Q4 2023
  • SCOs with longer chains (3 nodes of more) had an average IVT rate that was 80% higher compared to shorter chains (1-2 nodes)
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In case you missed it, check out the press release

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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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