Bitcentral, known for its products used by broadcast and digital video professionals, has integrated ad fraud protection, privacy, and compliance analytics product Pixalate into its ViewNexa streaming platform.
The incorporation of Pixalate’s Post-Bid Analytics and Reporting system is designed to give customers the tools to eliminate wasted ad spend and rectify problems in complex and fragmented supply paths.
Almost a fifth of Supply Chain Objects (SCO) have failed verification and had a likely 32% higher invalid traffic (IVT) rate, according to Pixalate.
Pixalate’s Post-Bid Analytics detects, tracks, and identifies the sources and causes of IVT, unauthorized sellers, redundant supply paths, and app/domain spoofing across each supply path. The tool enables ViewNexa customers to perform audits based on chain length and various reason codes, including IVT and viewability percentage metrics, which are broken down by CTV, mobile, and web.
Pixalate holds Media Rating Council (MRC) accreditation for the detection and filtration of IVT across CTV, mobile app, mobile web, and desktop.
The integration of Pixalate aims to maximize customers’ monetization potential by optimizing paths with high IVT and viewability percentages, enhancing brand safety and trust. Customers can then surgically block ad traffic containing specific nodes instead of blocking entire apps, publishers, users, or even sellers.
