Pixalate’s Q1 2024 Global SupplyChain Object (SCO) Verification Report for Mobile App Open Programmatic Advertising: 21% of ‘Complete’ SCO Traffic in APAC Fails Verification, followed by LATAM (16%), North America (15%), & EMEA (13%)
2024年6月29日 - 12:01AM
Pixalate, the global market-leading ad fraud protection, privacy,
and compliance analytics platform, today released the Q1 2024
Global SupplyChain Object (SCO) Verification Report for Open
Programmatic Mobile App Advertising. Pixalate also released web and
Connected TV (CTV) versions of the report.The analysis contains
insight from Pixalate’s OpenRTB SCO verification process, which
examines open programmatic advertising SupplyChain Objects (SCO)
across mobile app platforms and also measures its implications for
Invalid Traffic (IVT, including ad fraud). The report contains
breakdowns by geographic region, including North America,
Asia-Pacific (APAC), Europe, the Middle East and Africa (EMEA), and
Latin America (LATAM).The SupplyChain Object enables buyers and
intermediaries to view all parties selling or reselling open
programmatic advertising inventory. Numerous partners are often
involved in open programmatic supply paths, which causes
fragmentation and makes the ecosystem vulnerable to ad fraud
attacks. Pixalate's latest reports benchmark the state and accuracy
of SCO data, providing greater transparency in managing risks
within the programmatic supply chain.
In the context of this report, Pixalate utilized the following
verification failure reason codes:
- Unauthorized direct seller (65% of failures)
- Unauthorized reseller (13% of failures)
- No app-ads.txt file found (11% of failures)
- Unable to resolve sellers.json (5% of failures)
- Missing publisher node (6% of failures)
Key Findings
- Failed Verification
- 21% of mobile/tablet app traffic with an SCO
failed verification
- Regional breakdown
- 15% of mobile app SCO traffic marked as
'complete' in North America failed verification
- 13% in Europe, the Middle East, and Africa
(EMEA) marked as 'complete' failed verification
- 21% in Asia-Pacific (APAC) marked as
'complete' failed verification
- 16% in Latin America (LATAM) marked as
‘complete’ failed verification
- Unauthorized sellers
- 65% of mobile app SCO marked as ‘complete’
verification failures were attributed to unauthorized sellers
- Number of nodes and length of the supply chain
- 23% of mobile app SCOs marked as 'complete'
with 3 or more nodes failed Pixalate's SCO verification
“One of the most surprising findings was that unauthorized
sellers accounted for 77% of SCO verification failures on web
traffic, 65% on mobile app traffic, and 63% on CTV traffic,” said
Amit Shetty, Pixalate’s VP of Product. “This challenges the
prevalent belief that digital advertising has been ‘secured’ by
ads.txt and app-ads.txt, highlighting the need for stricter
enforcement of the ads.txt and SCO verification checks.” Pixalate’s
analysis includes a set of SCO verification checks as defined by
Pixalate, utilizing IAB Tech Lab’s ads.txt and sellers.json
standards, along with SCO data from the OpenRTB bid stream to
evaluate the accuracy of declared supply paths in the ad bid
stream. Pixalate's data science team analyzed over 25 billion
open programmatic ad impressions containing the OpenRTB Supply
Chain Object (SCO) during Q1 2024 to compile this research. The
data science team analyzed more than 270k CTV and mobile apps, and
over 950k web domains.
Download the complete Q1 2024 SupplyChain Object (SCO)
Verification Reports:
- Connected TV (CTV)
- Mobile Apps
- Web
About PixalatePixalate is a global
market-leading ad fraud protection, privacy, and compliance
analytics platform. Pixalate works 24/7 to guard your reputation
and grow your media value by offering the only system of
coordinated solutions across display, app, video, and CTV for the
detection and elimination of ad fraud. Pixalate is an
MRC-accredited service for the detection and filtration of
sophisticated invalid traffic (SIVT) across desktop and mobile web,
mobile in-app, and CTV advertising.
www.pixalate.comDisclaimer
The content of this press release, and the SupplyChain Object
Validation Report (the “Report”), reflects Pixalate's opinions with
respect to factors that Pixalate believes can be useful to the
digital media industry. Pixalate's opinions are just that,
opinions, which means that they are neither facts nor guarantees.
Pixalate is sharing this data not to impugn the standing or
reputation of any entity, person or app, but, instead, to report
findings and trends pertaining to programmatic advertising activity
across mobile apps in the time period studied. As used herein, and
per the MRC, “'Invalid Traffic' (IVT) 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.”
Nina Talcott
Pixalate Inc.
ntalcott@pixalate.com