Internet ad company Criteo has partnered with Pixalate, the ad fraud detection engine, to address advertising fraud. As part of the cooperation, Pixalate will provide additional support for Criteo’s invalid traffic detection engine for even better protection for advertisers.
Around 23% of non-organic app installs are considered fraudulent, according to AppFlyer research, exposing $2.3 billion in ad expenditure to app install fraud. Overall, ad fraud is predicted to increase to $87 billion in 2020.
“Criteo’s partnership with Pixalate is another important step in our ongoing commitment to delivering the best quality inventory for our partners,” said Marc Grabowski, EVP of global supply at Criteo.
“Invalid traffic is an ongoing industry issue, and the fight against it cannot be fought alone. By aligning ourselves with a best in class third-party vendor, we’re able to establish additional layers of credible protection alongside our strong existing tools and protocols, in both pre-bid and post-bid environments.”
Pixalate will be working with Criteo across its portfolio of products to improve general invalid traffic and sophisticated invalid traffic queries. The Pixalate Media Rating Terminal tool will provide important protective features.
“We are thrilled to announce our partnership with Criteo, a leading multi-national public company. By implementing our end-to-end anti-fraud solution, from media planning to pre-bid fraud protection, Criteo is demonstrating its commitment to the fight against ad fraud,” added Jasal Nasir, CEO at Pixalate.
Pixalate has previously partnered with ad companies such as AdColony to address ad fraud on mobile apps.