EMMAs

Tappx partners with Pixalate to battle connected TV ad fraud

Tyrone Stewart

Connected Smart TVTappx, which offers advertising solutions for digital platforms including mobile, digital TV, and audio, is teaming up with fraud intelligence company Pixalate to fight against connected TV ad fraud.

The partnership will Tappx’s over-the-top (OTT) solutions gain invalid traffic (IVT) detection technology from Pixalate, including ‘Ad-Replacement’ services for digital TV, ‘Dynamic Ad Insertions’, digital TV ad slot detection and insertion of programmatic video ads, and ‘Addressable TV’ ads.

“Marketers have expressed concerns over inventory quality and ad fraud in OTT, and our industry-first MRC accreditation directly addresses those challenges,” said Jalal Nasir, Pixalate CEO. “OTT advertising is rapidly expanding, and as the industry’s first solution for ad fraud detection and prevention in OTT, Pixalate is ready to guard the growing investments.”

José Manuel González Pacheco, advanced TV & audio advertising strategist and partnerships director at Tappx, added: “The importance of trust and transparency, combined with the ability to control anti-fraudulent activities, directly correlates to a ‘maximum priority’ for advertising and content service providers. Pixalate bring outstanding protection to the Tappx portfolio of in-app programmatic solutions, and now we’re pleased to utilise Pixalate MRC accredited solutions for OTT. Pixalate has helped Tappx implement strategies that reduced IVT by blocking fraudulent apps and increasing app scale.”