RhythmOne enters anti-fraud collaboration with Pixalate

RhythmOne on Tuesday formed a partnership with Pixalate to integrate the company's traffic-detection and filtration technology into its platform offering.

The advertising technology company said Pixalate’s technology will work in conjunction with its own pre-existing brand safety technology to offer an added layer of anti-fraud detection across all screens, including desktop, mobile, tablet and TV.

Jorg Nowak, senior vice president of global sales at RhythmOne, said: "Brand safety is a paramount concern for our clients, and a top priority for all campaigns that run through our platform. As a leader in the advanced TV ad market, we take our responsibility to provide clients with high-quality OTT (over the top) inventory very seriously."

OTT is used to refer to content providers that stream media as a standalone product directly to viewers over the Internet, bypassing telecommunications and television platforms.

Pixalate’s technology has recently been accredited by the media ratings council and is the first technology to do so for sophisticated invalid traffic detection and filtration for OTT video advertising.

Jalal Nasir, chief executive of Pixalate, said: "High CPMs and lack of measurement standards have made the OTT channel a breeding ground for fraudsters. We are proud to meet the challenge head-on with our industry-first MRC accreditation for invalid traffic detection and filtration in OTT."

RhythmOne’s shares were down 4.85% at 147.00p at 1258 GMT.