Published on : Nov 22, 2023
Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, today announced the launch of “Made for Advertising” (MFA) technology to detect and block MFA websites, CTV and mobile apps. Pixalate’s MFA solution rates websites, CTV and mobile apps with a high, medium, or low MFA risk; this new feature is available in Beta across the Pixalate product suite.
Pixalate’s MFA detection technology models historical open programmatic transaction data across all apps, pages and URLs; an October 2023 MFA Pixalate assessment deemed over 15K MFA websites and apps high risk. MFA websites and apps can feature intrusive advertising techniques like pop-up ads, auto-play videos, or ads restricting access to content, often resulting in a poor advertising-to-attention ratio.
With the release of this new feature, Pixalate addresses the nuances of MFA in CTV and mobile apps by incorporating metrics beyond ad refresh and ad density to include the age of the app, invalid traffic (IVT) rates, user ratings, and popularity rankings. Pixalate uses statistical techniques such as Univariate/Multivariate Descriptive and Gaussian curve analysis to assign high, medium, or low MFA risk to websites, CTV, and mobile apps.
Pixalate's MFA risk assessment technology uses the following data points, enabling ad buyers to adjust their MFA risk threshold:
Connected TV App MFA Risk Definition and Criteria
Mobile App MFA Risk Definition and Criteria
Website MFA Risk Definition and Criteria
Examples of Made for Advertising in Websites, CTV and Mobile Apps:
MFA Mobile App Example: MFA observed by Pixalate in mobile app shows ads blocking the apps’ content, promoting unqualified clicks from users therefore impeding the implied app functionality.
MFA CTV App Example: Pixalate observed a MFA CTV app presenting small thumbnail-sized video ads instead of full-screen ads. The videos run back-to-back, muted, and constantly in a corner of the screen overlaid on the intended CTV content.
MFA Website Example: The example MFA website met Pixalate’s criteria for MFA based on the number of ad placements, ad refresh rate, and traffic source types.
MFA Detection and Real-time Blocking: