--- title: Mobile in-app transparency may finally be improving, at least among the top sellers description: Pixalate’s Seller Trust Indexes evaluate and rank the quality and integrity of programmatic advertising sellers. Our analysis of mobile in-app programmatic sellers shows that the top inventory suppliers are improving in the transparency department. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/q3-2018-msti-transparency-mobile-app-programmatic-sellers.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/q3-2018-msti-transparency-mobile-app-programmatic-sellers.png) [Mobile](https://www.pixalate.com/blog/topic/mobile) | [Rankings](https://www.pixalate.com/blog/topic/rankings) | 2 min read # Mobile in-app transparency may finally be improving, at least among the top sellers Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Feb 7, 2019 10:56:30 AM Pixalate recently released the Q3 2018[ Seller Trust Indexes](https://pixalate.com/sellertrustindex/global/#!global), which rank the overall quality of programmatic sellers across desktop and mobile web ([GSTI](https://pixalate.com/sellertrustindex/global/#!global)), mobile in-app ([MSTI](https://pixalate.com/sellertrustindex/mobile/#!global)), and cross-device video ([VSTI](https://pixalate.com/sellertrustindex/video/#!global)). The index rankings and scores are a compilation of key variables, including invalid traffic for both GIVT and SIVT, reach, transparency, and more. Pixalate has been publishing the indexes for several years now, so we decided to take a look back at some historical data to identify some industry-wide trends. [![See the Indexes](https://no-cache.hubspot.com/cta/default/2364596/17456d26-0e98-42f0-ba2e-e48e85688ebc.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/17456d26-0e98-42f0-ba2e-e48e85688ebc) ### **Key takeaways from the MSTI:** - Top mobile in-app sellers have become increasingly transparent - ‘Transparency’ score among top MSTI companies has increased every quarter for the past year - Widening gap between the top-ranking companies and lower-ranking companies **Mobile in-app transparency has become a priority for top sellers** We aggregated the top MSTI performances (those that have an overall ranking of 1-5) against those that ranked further down the list (ranked 26-30) to see how they fared in the ‘Transparency’ department over the last 12 months: ![q3-2018-msti-transparency-mobile-app-programmatic-sellers](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/q3-2018-msti-transparency-mobile-app-programmatic-sellers.png?width=600&name=q3-2018-msti-transparency-mobile-app-programmatic-sellers.png) This chart shows that in Q4 2017, the companies that ranked 1-5 had only slightly better ‘Transparency’ scores than those that ranked 26-30 (the difference was just 0.8). However, at the start of 2018, companies that had high overall rankings on the MSTI had significantly better scores in the ‘Transparency’ category as well (86 vs. 77.9, for a difference of 8.1). In Q2 2018, the gap widened yet again (87.6 vs. 77.7, difference of 9.9). In our most recent indexes, Q3 2018, those that ranked 1-5 on the MSTI slightly improved their average transparency scores (up to 87.9), while those that ranked 26-30 also saw a slight uptick, up to 79.9 — but the gap remains significantly larger than it was a year ago. *Here’s how we define ‘transparency’ for our index: “Availability of device and user information. For example, a seller with a high device identification percentage will score high on this scale.” * ### **The industry wanted mobile to be more transparent; our data shows it may finally be happening** In a recent report highlighting the top challenges advertising face in mobile marketing and targeting,[ eMarketer](https://www.emarketer.com/Report/Mobile-Measurement-Targeting-Eight-Challenges-Advertisers-Face/2002195) noted that a “lack of transparency of publisher data is a huge issue for mobile marketers, and it contributes to ad fraud and poor targeting.” That report came out in early 2018. Have the top in-app sellers since heeded the call? A year ago, companies that ranked at the top of the mobile in-app seller quality rankings were not noticeably more transparent than those ranked closer to the bottom. But according to our data, that has started to change. So how transparent are your mobile in-app sellers? Find out by downloading the latest[ Mobile Seller Trust Index](https://pixalate.com/sellertrustindex/mobile/#!global).[![See the Indexes](https://no-cache.hubspot.com/cta/default/2364596/17456d26-0e98-42f0-ba2e-e48e85688ebc.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/17456d26-0e98-42f0-ba2e-e48e85688ebc) ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Mobile World Congress 2019: Meet with Pixalate](https://www.pixalate.com/blog/visit-pixalate-mobile-world-congress-mwc-2019) [** ](https://www.pixalate.com/blog) Next Story [eMarketer releases Digital Ad Fraud 2019 report →](https://www.pixalate.com/blog/emarketer-digital-ad-fraud-2019-report) ## You May Also Like These Stories on Mobile [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/OpenEPG%20landing%20page%20hero%20image.png) ](https://www.pixalate.com/blog/pixalate-launches-openepg-1.0-analytics-to-bring-linear-tv-grade-measurement-verification-to-open-programmatic-ctv) [Mobile](https://www.pixalate.com/blog/topic/mobile) ### [Pixalate Launches OpenEPG™ 1.0 Analytics to Bring Linear TV-Grade Measurement & Verification to Open Programmatic CTV; OpenEPG DB™ Unlocks 12,875 Shows From 318 Channels Using Bidstream Bundle ID](https://www.pixalate.com/blog/pixalate-launches-openepg-1.0-analytics-to-bring-linear-tv-grade-measurement-verification-to-open-programmatic-ctv) Jun 16, 2026 8:33:30 AM | 5 min read [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/United%20States%20%26%20GLOBAL%20-%20IVT%20Benchmarks%20-%20Q1%202026.png) ](https://www.pixalate.com/blog/q1-2026-ad-fraud-benchmarks-report-for-north-america) [Mobile](https://www.pixalate.com/blog/topic/mobile) ### [Pixalate Releases Q1 2026 North America Invalid Traffic (IVT) & Ad Fraud Benchmarks: United States Mobile Apps See 32% Invalid Traffic (IVT) Rate](https://www.pixalate.com/blog/q1-2026-ad-fraud-benchmarks-report-for-north-america) Apr 29, 2026 8:00:01 AM | 2 min read [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/UNITED%20KINGDOM%20%26%20GERMANY%20%26%20GLOBAL%20-%20IVT%20Benchmarks%20-%20Q1%202026.png) ](https://www.pixalate.com/blog/q1-2026-ad-fraud-benchmarks-report-for-emea) [Mobile](https://www.pixalate.com/blog/topic/mobile) ### [Pixalate Releases Q1 2026 EMEA Invalid Traffic (IVT) & Ad Fraud Benchmarks: United Kingdom Connected TV (CTV) Most at Risk with 46% IVT Rate](https://www.pixalate.com/blog/q1-2026-ad-fraud-benchmarks-report-for-emea) Apr 29, 2026 8:00:00 AM | 2 min read ** ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/mobile-app-programmatic-seller-trust-index-transparency#) # Disclaimer 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.” ** ** *By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/hubfs/2024-08-20_Pixalate_Privacy_Policy.pdf). *Copyright © 2025 Pixalate** * * * * * * * * * * * * * * * * * * * * * * * * * * * * × ## Subscribe to the Pixalate Blog The first step in ad fraud prevention. Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Contact Us12 Loading... ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Download GSTI Loading... Schedule your demo today Please complete all fields Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). * * * * *