Pixalate’s Q4 2025 Japan Seller Trust Index (STI) 2.0 ranks programmatic ad sellers across web domains and mobile apps based on the scale of their direct relationships with publishers within Japan.
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Historically, buyers have had no independent way to benchmark which sellers actually deliver direct inventory at scale across markets, and which add to the “tech tax” as resellers. Supply Path Optimization was supposed to solve this, but buyers have lacked the tools to identify which sellers are primarily reselling inventory (arbitraging).
The Seller Trust Index (STI) 2.0 ranks web, mobile, and connected TV (CTV) sellers based on the scale of their direct relationships with publishers within each country. Rankings are built around direct supply path data — measuring how much authorized, direct inventory a seller controls in a given market — in order to allow users to identify SSPs who are primarily reselling inventory.
It uses proprietary technology to assess seller trust and sustainability, using the Supply Chain Object (SCO) to provide a multidimensional view of ad transactions. The rankings are relative to peers within each country and rely solely on buy-side data to ensure impartiality. Other traffic signals including Invalid Traffic (IVT), Made for Advertising (MFA) Traffic rate, and Delisted App Traffic rate are surfaced as supplemental data alongside each ranking, but do not affect a seller's final position.
Pixalate analyzes 30B+ global advertising transactions per month to rank sellers across 100+ countries. The index is free, public, and updated quarterly: Pixalate's Seller Trust Index web page.
Sellers in the STI 2.0 are ranked solely on a composite index that measures the scale and authorization of a seller's direct inventory relationships within each country. Our STI 2.0 ranking model measures:
This final composite ranking is composed of Arbitraged Inventory Ratio, ‘DIRECT’ Publisher Penetration, and Direct Impression Volume.
Other traffic data — including GIVT Ratio, SIVT Ratio, MFA Traffic Ratio, Delisted App Traffic Ratio, and Fraudulent Bundle ID Traffic Ratio — is reported alongside each seller's ranking as supplemental context for buyers. These signals do not affect a seller's rank.
The Pixalate Seller Trust Index ratings are free and open to the public. See the full Q4 2025 CTV Seller Trust Index, Web Seller Trust Index, and Mobile Seller Trust Index ratings at pixalate.com.
Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012 and recognized by UNICEF as a “key innovator” for children’s online privacy, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT). pixalate.com
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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.”
