Google AdX, OpenX and Rubicon Project held onto their top-three rankings on the January Seller Trust Index of programmatic ad sellers issued by Pixalate, a programmatic analytics platform.
Aimed at giving buyers a baseline measure of inventory quality metrics among sellers, Pixalate’s rankings are based on an analysis of billions of ad impressions served across open ad exchanges.
(CLick to enlarge.) Top Rated Programmatic Ad Sellers, January 2015. Source: Pixalate
Last month an Association of National Advertisers study estimated advertisers could lose up to $6 billion to ads seen only by bots. In response to the industry’s ad fraud troubles, Pixalate launched the Seller Trust Index in December to give RTB buyers an independent measure of ad quality. Jalal Nasir, Pixalate Founder and CEO said of the Index, “Quantity-based metrics–such as reach, for instance–tell brands a limited story. We believe that full transparency will bring trust to our industry.”
There are notable absences from this list such as Yahoo Audience Network, Conversant, RadiumOne and Burst to name a few of comScore’s top ad sellers ranked by reach.
This month Casale Media, Audience Square and Bizo each fell out of the top 20 rankings issued in December. Though Pixalate tells us that Casale’s drop was minor, down to the 22nd spot. LinkedIn Network Display, Collective Exchange and Hi-Media each broke into the top 20 this month. [Update: Lijit rebranded as Sovrn]
ComScore itself, announced last week that it has launched publisher Trust Profiles, a set of independent pre-bid metrics that media buyers can access directly in programmatic trading platforms to help bring more transparency to automated buying.
More on Pixalate’s Seller Trust Index methodology is available here.
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