Web traffic failure hit 14% in Q1: Programmatic report

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Invalid traffic (IVT), including some resulting from ad fraud, contributed to a double-digit failure rate for web traffic with a Supply Chain Object (SCO) in Q1, Pixalate reports. 

An SCO allows buyers and intermediaries to view all parties selling or reselling open programmatic advertising inventory.

Of all SCO web traffic that was seen, 14% failed Pixalate’s SCO verification — a process that examines open programmatic advertising SCO across desktop and mobile web, while also measuring its impact on IVT, including ad fraud.

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