MRC-accredited metrics
Every Pixalate metric accredited by the Media Rating Council (MRC), by environment and invalid traffic tier, including SSAI metrics.
These tables list the metrics in Pixalate Analytics that are accredited by the Media Rating Council (MRC), for each environment. For what accreditation means, see MRC accreditation. For the measurement areas, see MRC-accredited measurement areas.
How Pixalate labels map to MRC tiers
Pixalate aligns its reported metrics with the MRC’s Invalid Traffic Guidelines, which define three reporting tiers:
A Pixalate metric labeled “Net” is the MRC’s Total Net tier (GIVT and SIVT removed). A metric with no prefix is the MRC’s Net tier (GIVT removed).
Gross metrics
Prior to filtration of invalid traffic (IVT).
Net metrics (no prefix)
After filtration of general invalid traffic (GIVT).
Pixalate does not currently report viewability metrics in CTV environments.
Total Net metrics (“Net” prefix)
After filtration of general and sophisticated invalid traffic (GIVT and SIVT).
Pixalate does not currently report viewability metrics in CTV environments.
Server-side ad insertion (SSAI) metrics
Pixalate has 12 MRC-accredited server-side ad insertion (SSAI) measurement metrics: four metrics, each at the Gross, Net and Total Net tiers. They are accredited in desktop, mobile web, mobile app and CTV. The MRC’s accreditation of SSAI metrics covers video ads.
SSAI metric definitions
Each definition applies at every tier: the Gross metric is measured before removal of IVT, the metric with no prefix excludes GIVT, and the Net metric excludes IVT.
If you operate SSAI servers, see the allowlisting policy for how to have their IP addresses reviewed as known SSAI servers.
Metrics not listed here
Pixalate reports several metrics beyond those listed above that are either derived from MRC-accredited metrics or include MRC-accredited data sources. They are not cited as MRC-accredited because they may include non-accredited data sources (for example, clicks and conversions) or because of the discrete nature of the metric itself.
The MRC does not explicitly accredit discrete fraud types, although Pixalate’s distinct IVT types (see IVT Taxonomy 2.0) derive the MRC-accredited Net and Total Net metrics listed above.
For definitions of every metric in Pixalate Analytics, see Metrics.
Invalid traffic, viewability and other designations in Pixalate products reflect Pixalate’s opinions, not facts or guarantees. See the Pixalate disclaimer.