RhythmOne forms Pixalate partnership to boost brand safety | Ad Tech | News | Rapid TV News
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Global advertising technology company RhythmOne has formed an early, collaborative partnership with Pixalate regarding its newly Media Ratings Council (MRC) accredited over-the-top (OTT) invalid traffic (IVT) detection and filtration solution.

R1 Logo 20Nov2018Only weeks ago, Pixalate became the first company to receive MRC accreditation for sophisticated IVT detection. It also received accreditation for OTT-served video ad impression tracking as the only currently accredited solution for marketers to protect their OTT advertising investments.

RhythmOne and Pixalate have been working together for over two years to test and develop solutions that they say will help protect buyers from the ad spend loss and brand reputation risk present in OTT/CTV. RhythmOne’s planned integration of Pixalate’s solution into its unified programmatic platform is designed to offer an added layer of IVT detection and protection for OTT ad impressions. The Pixalate solution will work in conjunction with RhythmGuard, RhythmOne’s proprietary brand safety technology, which actively combats IVT within its platform across all screens, including desktop, mobile, tablet, and connected TV/OTT.

“Brand safety is a paramount concern for our clients, and a top priority for all campaigns that run through our platform,” said RhythmOne senior vice president of global sales Jorg Nowak. “As a leader in the advanced TV ad market, we take our responsibility to provide clients with high-quality OTT inventory very seriously. We’ve invested in the tools and technology that enable advertisers to buy brand-safe, cross-screen inventory from our marketplace, and are excited to bring a new measure of quality assurance to the rapidly growing OTT market.”

“High CPMs and lack of measurement standards have made the OTT channel a breeding ground for fraudsters,” added Pixalate CEO Jalal Nasir. “We are proud to meet the challenge head-on with our industry-first MRC accreditation for invalid traffic detection and filtration in OTT. We applaud RhythmOne’s leadership in adopting new OTT safeguards and helping their clients protect their ad investments and reputation.”