The MRC’s objective is to secure for the media industry and related users audience measurement services that it regards as valid, reliable and effective, and to evolve and determine minimum disclosure and ethical criteria for media audience measurement services.

The new arrangement positions Pixalate — which also received accreditation for OTT-served video ad impression tracking.as the only currently accredited solution for marketers to protect their OTT advertising investments. And these are extremely significant says Pixalate: its analysis shows global OTT fraud rates average 19% and forecasts marketers stand to lose $10 billion in OTT spend in 2020. With the growing importance of OTT audiences, capitalising on the opportunity without risking brand reputation and ad spend is key.

“OTT is a critical new channel in today's digital landscape,” said George W. Ivie, executive director and CEO of the MRC. “We congratulate Pixalate on the significant achievement of becoming the first company to receive MRC accreditation for its SIVT detection and filtration in OTT.”

Added Pixalate CEO Jalal Nasir: “This industry-first OTT accreditation is a landmark achievement for Pixalate and the fast-growing OTT space. Our OTT accreditation from the MRC provides brands and platforms with an opportunity to adhere to the invalid traffic guidelines in order to protect their ad dollars and reputation.”