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Supply Chain Object Verification Report - Web Traffic

Pixalate's Q2 2024 Supply Path Optimization (SPO) Report for Web Traffic contains insights from Pixalate’s OpenRTB SCO verification process, which examines open programmatic advertising Supply Chain Objects (SCO) across Desktop and Mobile Web and also measures its implications for Invalid Traffic (IVT, including ad fraud).

Key Findings:

  • 16% of web traffic with a SupplyChain Object (SCO) failed Pixalate’s SCO Verification due to unauthorized sellers
  • 26% higher IVT rate seen when an alleged ‘complete’ chain has an unauthorized seller compared to verified supply paths
  • 8% of purported web traffic direct sellers with an SCO were unauthorized

The 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 Supply Chain Object Verification Report for Web Traffic today.

In addition, you will also get access to previous reports.

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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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