Mobile Advertising

Pixalate Releases New iCloud Private Relay IVT Detection Features

New Dashboard Offers In-Depth Insight into iCloud Private Relay Traffic, Enabling Better Understanding of Invalid Traffic and Targeting Challenges related to iCPR

Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released new iCloud Private Relay (iCPR) IVT detection features in the Pixalate Analytics dashboard to help clients measure their exposure to iCPR traffic.

Pixalate found 21% of US mobile and desktop Safari traffic in Q4 2022 was associated with iCloud Private Relay traffic. The new IVT type covers potentially fraudulent behavior within iCPR traffic including:

  • Data Centers: Traffic originating from an invalid data center IP range;
  • Device Types: Traffic that has inappropriate device types associated with it, and;
  • Traffic Patterns: Traffic featuring suspicious patterns and associations that are not appropriate for iCPR or HideMyIP.

The benefits of these new features are:

  • Assess impact on their IP based targeting capabilities by understanding the traffic composition on Apple devices.
  • iCPR IVT Measurement: Clients can now see a clear demarcation between generic MaskedIP IVT vs iCPR related IVT.
  • Evaluate IVT Exposure: the new report can be used to understand the various types of traffic related to iCPR, and understand their exposure to iP64.
  • Analyze Sources: Clients can look up the sellers associated with the highest amount of iP64 traffic (or iCPR traffic in general). This enables them to work with specific partners to better understand the traffic and reduce IVT.
  • Supply Path Analysis: Pixalate’s SPO capabilities can also be leveraged to better understand the impact of intermediaries to this new IVT.

Pixalate compiled data related to this investigation including the top iCPR IVT IPs, top associated data center IPs, and top publisher domains impacted in December 2022. Download the report here.

If you have further questions about our new product, about iCloud Private Relay in general, or our Supply Chain analysis capabilities, please reach out to us using this contact form.

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