Pixalate Launches MFA Detection and Blocking Technology for Websites, Mobile Apps

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Pixalate Launches MFA Detection and Blocking Technology for Websites, Mobile Apps

New feature delivers continuous monitoring and rating of 100+ million web domains, CTV and mobile apps assigning a high, medium, or low MFA risk assessment

Pixalate, the global ad fraud protection, privacy, and compliance analytics platform, announced the launch of  “Made for Advertising” (MFA) technology.

It will detect and block MFA websites, CTV and mobile apps. Pixalate’s MFA solution rates websites, CTV and mobile apps with a high, medium, or low MFA risk; this new feature is available in Beta across the Pixalate product suite. 

Pixalate’s MFA detection technology models historical open programmatic transaction data across all apps, pages and URLs; an October 2023 MFA Pixalate assessment deemed over 15K MFA websites and apps high risk. MFA websites and apps can feature intrusive advertising techniques like pop-up ads, auto-play videos, or ads restricting access to content, often resulting in a poor advertising-to-attention ratio. 

With the release of this new feature, Pixalate addresses the nuances of MFA in CTV and mobile apps by incorporating metrics beyond ad refresh and ad density to include the age of the app, invalid traffic (IVT) rates, user ratings, and popularity rankings. Pixalate uses statistical techniques such as Univariate/Multivariate Descriptive and Gaussian curve analysis to assign high, medium, or low MFA risk to websites, CTV, and mobile apps.

Pixalate’s MFA risk assessment technology uses the following data points, enabling ad buyers to adjust their MFA risk threshold: 

Mobile App MFA Risk Definition and Criteria 

  • MFA Risk: Pixalate’s assessment of the risk (High, Medium or Low) of the mobile app being deemed MFA
    • Ad Refresh Rate: Number of ad impressions observed per device per hour
    • Age:  Age of the app on the App Store
    • IVT: IVT% of the app across regions
    • Popularity: Pixalate’s popularity score for the app 
    • Reviews: Number of Reviews 

Website MFA Risk Definition and Criteria

  • MFA Risk: Pixalate’s assessment of the risk (High, Med or Low) of the website being deemed MFA 
    • Ad Density Rate: Number of ad placements observed per device, per minute 
    • Ad Refresh Rate: Number of ad impressions observed per device, per minute
    • Paid Traffic Rate: Volume of traffic sourced via paid (ad) sources
    • Social Traffic Rate: Volume of traffic sourced via social media