Pixalate's MFA solution, now available in Beta across its product suite, introduces continuous monitoring and rating for over 100 million web domains, Connected TV (CTV), and mobile apps. The technology assigns a high, medium, or low MFA risk assessment, offering advertisers unprecedented insights into the credibility of their digital advertising channels.

The MFA detection technology utilizes historical open programmatic transaction data, modeling across apps, pages, and URLs. A recent assessment by Pixalate in October 2023 identified over 15,000 MFA websites and apps as high risk. These MFA entities often employ intrusive advertising techniques such as pop-up ads, auto-play videos, or content-restricting ads, leading to suboptimal advertising-to-attention ratios.

To address the nuanced challenges posed by MFA in CTV and mobile apps, Pixalate incorporates comprehensive metrics beyond ad refresh and density. Factors such as app age, invalid traffic rates, user ratings, and popularity rankings are now part of Pixalate's MFA risk assessment, providing advertisers with a more nuanced understanding of the advertising landscape.

Pixalate's MFA risk assessment technology incorporates a range of data points, empowering ad buyers to customize their MFA risk threshold. For Connected TV and mobile apps, this includes ad refresh rate, app age, invalid traffic rates, popularity scores, and reviews.

Examples of MFA practices in mobile apps, CTV apps, and websites illustrate the tangible impact of Pixalate's MFA detection. These include ads blocking app content, unqualified clicks hindering app functionality, and CTV apps featuring small, constant, muted video ads overlaying intended content.

Pixalate's MFA blocking technology, available via API or FTP, provides distinct data feeds segmented by medium- and high-risk categories. The Media Ratings Terminal (MRT), Pixalate's ad supply chain intelligence tool, now incorporates MFA risk assessments, offering real-time insights into the impact of MFA websites and apps on first-party traffic.

In addition, Pixalate's post-bid analytics dashboard provides clients with detailed reports on the effects of MFA on their traffic, while the Enrichment API within the Ad Trust and Safety API suite offers MFA insights associated with websites, mobile, and CTV apps.

Pixalate's MFA technology stands as a comprehensive and dynamic solution to combat deceptive advertising practices, providing advertisers with the tools needed to safeguard their brand reputation and optimize media value.

Visit Pixalate's blog to learn more about Pixalate's MFA capabilities.

About Pixalate: Pixalate is a global market-leading ad fraud protection, privacy, and compliance analytics platform. Accredited by the Media Rating Council (MRC), Pixalate offers coordinated solutions across display, app, video, and CTV to detect and eliminate ad fraud 24/7.

DISCLAIMER: The content of this press release reflects Pixalate's opinions and proprietary technology, continuously evaluated and updated. The data shared is meant to report findings and trends in programmatic advertising without impugning the standing or reputation of any entity.