Amazon DSP introduces Pixalate pre-bid invalid traffic filtering

Amazon DSP this month integrated Pixalate pre-bid invalid traffic filtering in Amazon DSP. According to Amazon, Pixalate’s invalid traffic pre-bid filtering prevents advertisers from running on supply that Pixalate deems invalid.

Advertisers all over the world can block general invalid traffic and sophisticated invalid traffic, based on Pixalate’s data.

When advertisers enable Pixalate’s pre-bid invalid traffic filtering Pixalate, they are blocking invalid traffic from  IPv4 and IPv6 addresses, user agents and device identifiers on Streaming TV, mobile or web supply, and mobile apps that were removed from the Google Play or Apple App stores in the last six months.

According to Cloudflare, more than 30% of the traffic in the Internet is from bots.