RhythmOne this week announced that it has formed a partnership with Pixalate, regarding its newly Media Ratings Council, Inc. (MRC) accredited over-the-top (OTT) invalid traffic (IVT) detection and filtration solution.
RhythmOne’s says the planned integration of Pixalate’s solution into its unified programmatic platform offers an added layer of IVT detection and protection for OTT ad impressions. The Pixalate solution will work in conjunction with RhythmGuard, RhythmOne’s proprietary brand safety technology, which actively combats IVT within its platform across all screens, including desktop, mobile, tablet, and connected TV/OTT.
“Brand safety is a paramount concern for our clients, and a top priority for all campaigns that run through our platform. As a leader in the advanced TV ad market, we take our responsibility to provide clients with high-quality OTT inventory very seriously. We’ve invested in the tools and technology that enable advertisers to buy brand-safe, cross-screen inventory from our marketplace, and are excited to bring a new measure of quality assurance to the rapidly growing OTT market.”Jorg Nowak, Senior Vice President of Global Sales, RhythmOne
Pixalate’s analysis shows global OTT IVT rates average 19% and forecasts marketers stand to lose $10 billion in OTT spend in 2020.
“High CPMs and lack of measurement standards have made the OTT channel a breeding ground for fraudsters. We are proud to meet the challenge head-on with our industry-first MRC accreditation for invalid traffic detection and filtration in OTT. We applaud RhythmOne’s leadership in adopting new OTT safeguards and helping their clients protect their ad investments and reputation.”Jalal Nasir, CEO of Pixalate
RhythmOne and Pixalate have been working together for over two years to test and develop solutions that help protect buyers from the ad spend loss and brand reputation risk present in OTT/CTV. The two companies have worked closely, as part of an OTT solutions group, to experiment and apply advanced data science methods for testing OTT fraud blocking and monitoring products, as well as determining methods for addressing server-side ad insertion (SSAI) and other OTT issues.