Pixalate, the leading analytics platform for programmatic advertising, releases the industry’s first comprehensive RTB quality rating standard, the Global Seller Trust Index, and announces the 20 top-rated sellers in the first monthly report.
Top 20 performers in the Global Seller Trust Index for November, the first ranking to measure RTB quality across a comprehensive range of data.
A New Rating Standard
“We are pleased to announce the Global Seller Trust Index today as a significant step forward for our industry,” said Jalal Nasir, Pixalate Founder and CEO. “Trust is fundamental to the success of this market, and that calls for evaluation of sellers based on quality measures that go beyond traditional reach metrics.”
The monthly Global Seller Trust Index is based upon Pixalate’s proprietary technology that analyzes more than 100 billion monthly impressions and delivers ratings based upon inventory quality and ad performance, along with classic reach ranking. Pixalate will release the Global Seller Trust Index report of the top 20 performers from more than 400 active RTB sellers to the public monthly.
“The quality of inventory in the OpenX Ad Exchange is one of our defining attributes,” said John Murphy, Vice President, Marketplace Quality, OpenX. “We’re constantly researching new avenues of quality control. Pixalate’s new index emphasizes the increasing importance to the industry of quality supply to maintain a truly efficient market making system.”
“We applaud Pixalate’s efforts to measure quality ad marketplaces in the industry. Its data gives a lot of credibility to the companies that have dedicated many resources to vetting the media that is bought and sold in automated systems,” said Katie Risch, SVP of publisher development at Centro. “Centro Brand Exchange has always had a positive reputation for delivering top-notch publisher brands for marketers. Pixalate's Global Seller Trust Index further validates that Centro Brand Exchange is one of the leaders for quality digital media.”
"Over the last 12 months we've invested heavily in educating publishers around quality,” said Benjamin Christie, Gourmet Ads Founder and President. “We've focused squarely on high viewability, high impact, and streamlining our recruitment process to avoid onboarding ‘bad players.’ We're proud that these efforts have landed us a top rating by the independent rating authority Pixalate."
Global quality ratings are based upon a weighted analysis of overall effectiveness assessing viewability, fraud, engagement, domain masking, and network and inventory scores in compliance with recognized industry standards.
Network score: Based on domain quality represented by sellers on open exchanges. For instance, a seller with high quality domains rated among the top sellers for that domain will get a high score.
Inventory score: Determined by how much of the inventory sold is legitimate based on price, trust graph and multiple other factors. A seller that is correctly representing domains and getting inventory from legitimate sources will rate higher on this scale.
Fraud score: Pixalate’s proprietary fraud engine classifies each impression as being viewed by a human versus a bot. A seller with the lowest fraud score will earn the most points on this scale.
Viewability score: Based on Media Rating Council (MRC) standards, each impression is classified for true viewability. A seller with more viewable impressions is given a higher score.
Engagement score: For this scale, every ad served from the seller is evaluated based on user interaction as determined by mouse hover time, time spent on page and click. A seller with a high engagement score is likely to have better performance.
Masking score: The masking score is based on how much of the inventory sold by a given seller is mislabeled intentionally. Fraudulent sellers use domain identity theft to hide the true identity of low quality inventory. A seller with a high masking score has the least amount of masked inventory in their supply.
The Global Seller Trust Index is an independent industry rating based on data collected by Pixalate on the open RTB marketplace. Pixalate does not endorse any specific vendor or service ranked in the Index and is not responsible for exchange data. Rating scores are normalized to a range of 0-99.
For more information about the methodology and to download the free whitepaper, click here.
For the full release: MarketWired
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”