Pixalate Inc., the global leader in fraud protection and data intelligence, is pleased to announce a new addition to our growing platform of programmatic Seller Trust rankings, the Video Seller Trust Index (VSTI). With Programmatic Video advertising spending expected to reach $10.3 billion dollars this year and 14% of all digital advertising spending (eMarketer), now more than ever marketers and brands need a comprehensive view of the platforms, sellers and networks in the online video marketplace.
The VSTI uses the same powerful metrics as the other Indexes - Reach, SIVT (Sophisticated Invalid Traffic), and GIVT (General Invalid Traffic) - but adds the new video-centric components GRP, Player Size and Engagement. With our new xGRP ranking, Pixalate has updated the old broadcast media buying standard for successful campaigns. Our Player Size ranking values sellers offering more Large Player video (480 x 320 and higher) Connected TV and Mobile inventory.
SpotX claimed the top spot in our first ever rankings. See the Top Ten and other key findings below.
On the whole, invalid traffic rates for Video ads over ConnectedTV were nearly 10% higher - 44% for ConnectedTV compared to 35% for Mobile or Desktop video ads.
Among ConnectedTV/OTT platforms, the Roku player was most commonly victimized with 59% of impressions being falsely offered by Sellers.
Additional notable findings include:
Among mobile devices, the LG Risio (57%), ZTE Grand X3 (56%) and LG G Stylo (56%) had the highest mobile video invalid traffic rates.
Small player video represented 40% of all video impressions, and invalid traffic for small player video exceeded 56%.
About Pixalate Pixalate, Inc. is a leading global intelligence platform and real time-fraud protection provider. Pixalate is a Media Rating Council accredited vendor for display ad viewability. For more information, please visit pixalate.com.
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.”