Pixalate Unveils New Trust & Sustainability Scores for All Sell-Side Platforms (SSPs) & Ad Exchanges Listed Across Ads.txt: Q2 2024 Seller Trust Index Now Ranks 580 Sellers in[...]

Pixalate's new ratings systems ranks sellers based on their direct relationships with premium publishers (sustainability), authorized seller paths via SupplyChain Object (SCO) verification, Invalid Traffic (IVT), Bundle ID Integrity, and market share in 140+ countries

LONDON 18 September 2024 - Pixalate, the market-leading ad fraud protection, privacy, and compliance analytics platform, today released the expanded Global Seller Trust Indexes for Q2 2024 to rank open programmatic ad sellers across desktop and mobile web, mobile apps, and Connected TV (CTV). The first-of-its-kind rankings, using SupplyChain Object (SCO) data, offer a comprehensive global view of open programmatic ad sellers based on quality across the advertising supply chain.

Pixalate's new rankings feature country-level seller ratings in 140+ countries for 580+ sellers. The rankings are based on an analysis of over 88 billion open programmatic advertising impressions from Q2 2024. Pixalate's suite of rankings include the Web Seller Trust Index, the Mobile Seller Trust Index, and the CTV Seller Trust Index.

Pixalate's Global Seller Trust Indexes

• Web Seller Trust Index: 378 sellers ranked (354 new)
  • Now includes Market Share, SPO, and SCO Verification scores
• Mobile Seller Trust Index: 301 sellers ranked (258 new)
  • Now includes Market Share, SPO, and SCO Verification scores
• CTV Seller Trust Index: 120 sellers ranked (80 new)
  • Now includes Market Share, SPO, SCO Verification, and Bundle ID Integrity scores
  • Covers Roku, Samsung Smart TV, Amazon Fire TV, and now Apple TV
• New - Market Share Score: Represents the seller's market share within each respective country, based on share of voice of open programmatic ad impressions.
• New - SPO Score: The Supply Path Optimization (SPO) score reflects the scale of the sellers' direct relationships with publishers, verified by SCO and ads.txt. This represents the sellers' ability to support sustainability goals. Pixalate defines sustainability as reducing the number of hops in ad transactions and working with direct sellers listed on ads.txt.
• New - SCO Score: Measures the integrity and accuracy of the SupplyChain Object (SCOs) the seller is a part of, verified by ads.txt, sellers.json, and Pixalate's 11-point verification analysis of the SCO. Pixalate uses SCO data to calculate the SCO Score, improving accuracy and expanding the list of sellers included in the Seller Trust Index by capturing all direct sellers and resellers involved in ad transactions.
• New for CTV - Bundle ID Integrity Score: Represents the amount of traffic from the seller that uses standardized app store IDs in the bid stream.

Economic Fairness: Decentralization of the Open Programmatic Supply Chain

Pixalate's new ratings and rankings result from thoroughly analyzing both the reach and risk associated with 580+ sellers in 140+ countries around the world. While Market Share plays a significant role in the rankings, quality-based metrics such as Supply Path Optimization (SPO), SupplyChain Object (SCO) verification and validation, and potential exposure to ad fraud and Made-For-Advertising (MFA) websites are all ranking factors as well.

As concerns over potential monopolization of open programmatic supply chains grow, Pixalate's Seller Trust Indexes provide a full view of the ad supply chain ecosystem. In doing so, the Indexes aim to foster economic fairness, encourage competition, and highlight the full range of sellers available to buyers, including each sellers' relative strengths and weaknesses in each country.

To provide specific context, Google AdExchange is found to be named as an ad partner (via ads.txt) on 98.9% of websites with open programmatic advertising. Google AdExchange has the largest market share of open programmatic advertising in 77 of the 115 (67%) countries identified in Pixalate's Q2 2024 Web Seller Trust Index. However, the same Seller Trust Index reveals that despite Google AdExchange's dominant position in countries like Germany and the United States, it does not rank No. 1 for overall quality due to lower SCO verification scores and increased risk of Invalid Traffic (IVT).

Pixalate's Seller Trust Index also surfaces new, emerging sellers from around the world such as Ezoic in Brazil, Outbrain in Germany and France, Seedtag in Argentina, Publift in India, and many others. By showcasing these alternative options, Pixalate aims to expand the industry's view beyond the traditional, select few global market-controlling supply platforms.

Top Open Programmatic Web Ad Sellers in Key Countries (Q2 2024)

Web Seller Trust Index

Rank

United States
United Kingdom
China
Japan
Germany

1

OpenX
Google AdExchange
OpenX
Google AdExchange
Outbrain Inc.

2

Mediavine
Outbrain Inc.
Google AdExchange
Amazon Publisher Services (Aps)
Connectad Demand Gmbh

3

Nativo, Inc.
Mediavine
PubMatic
GumGum
Mediavine

4

Google AdExchange
OpenX
Playwire
The Moneytizer
Quarter Media Technologies Gmbh

5

Freestar
TripleLift Inc.
NitroPay
Geniee, Inc.,
Google AdExchange

See more in the Web Seller Trust Index.

Mobile Seller Trust Index

Rank

United States
United Kingdom
China
Japan
Germany

1

Verve Group
Digital Turbine
Mintegral
Anzu
Verve Group

2

Nativo, Inc.
Verve Group
Gravite
Verve Group
Digital Turbine

3

IronSource
Anzu
Verve Group
Digital Turbine
Bidmachine

4

Mintegral
Mintegral
Digital Turbine
Google AdExchange
Onetag

5

Adview
Bidmachine
Adinmo
IronSource
Anzu

See more in the Mobile Seller Trust Index.

CTV Seller Trust Index (Amazon Fire TV)

Rank

United States
United Kingdom
Canada
Mexico

1

Magnite
Magnite
PubMatic
Google AdExchange

2

BeachFront
LG Ads
Magnite
Magnite

3

OpenX
TripleLift Inc.
Amagi
Nexxen

4

FreeWheel
Xandr Monetize
Nexxen
Xandr Monetize

5

Sharethrough
Index Exchange
Wurl
Equativ

See more in the CTV Seller Trust Index.

See the Seller Trust Indexes

See all of Pixalate's Seller Trust Indexes:

• Web Seller Trust Index
• Mobile Seller Trust Index
• CTV Seller Trust Index

About Pixalate

Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, 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

Disclaimer

The content of this press release, and the Seller Trust Indexes (collectively, the "Indexes"), reflect Pixalate's opinions with respect to factors that Pixalate believes may be useful to the digital media industry. As cited in the Indexes, the ratings and rankings in the Indexes are based on a number of metrics and Pixalate's opinions regarding the relative performance of each seller 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. 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.

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