Pixalate recently hosted a webinar with members of its data science team to discuss the methodology behind Pixalate's Publisher Trust Index, which ranks the overall quality of mobile and CTV app publishers for programmatic advertising.
Full Webinar: Pixalate's Publisher Trust Index Methodology
The metrics behind the Publisher Trust Index
Angelos Lazaris, Pixalate's Chief Data Scientist, said one of the key challenges the team had to solve for when building the Publisher Trust Index was the Curse of Dimensionality.
"The essence of it is that when you add a lot of data points, the differences become very marginal, and it's also very hard to say who is doing better and to measure distances in such a high-dimensional space. We resolved that by trying to find the most informative number of metrics we could use that fit a specific ecosystem, like mobile or CTV, that give enough information to separate publisher from each other."
In the webinar, Pixalate's data science team dives into the logic behind choosing specific metrics for the Publisher Trust Index rankings. They also explain the methodology behind each metric, including:
Invalid Traffic (IVT) Score
Ad Density Score
User Engagement Score
Brand Safety Score
Read the detailed Publisher Trust Index methodology
In addition to listening to Pixalate's data science team overview the methodology (and the though process behind each metric) in the webinar, you can also read the published Publisher Trust Index methodology here.
See more Mobile and CTV app rankings for programmatic advertising
The content of this blog, and the Publisher Trust Indexes (collectively, the “Indexes”), reflect Pixalate’s opinions with respect to factors that Pixalate believes may be useful to the digital media industry. The Indexes examine programmatic advertising activity on mobile apps and Connected TV (CTV) apps (collectively, the “apps”). As cited in the Indexes and referenced in the Indexes’ key findings reproduced herein, the ratings and rankings in the Indexes are based on a number of metrics (e.g., “Brand Safety”) and Pixalate’s opinions regarding the relative performance of each app publisher with respect to the metrics. The data is derived from buy-side, predominantly open auction, programmatic advertising transactions, as measured by Pixalate. The Indexes examine global advertising activity across North America, EMEA, APAC, and LATAM, respectively, as well as programmatic advertising activity within discrete app categories. Any insights shared are grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources in the Indexes and herein should not be construed as endorsements. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees; and neither this press release nor the Indexes are intended to impugn the standing or reputation of any person, entity or app.
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.”