According to Pixalate’s data, Google AdExchange ranks No. 1 for web SPO in the United Kingdom, France, Spain, Israel, Ukraine, Netherlands, and Germany, while Digital Turbine leads on mobile apps in the UK, Spain, and France.. For CTV, Magnite is at the top in the UK on Amazon Fire TV
LONDON, January 27, 2025 -- Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the H2 2024 EMEA Supply Path Optimization Rankings for Programmatic Ad Sellers for the United Kingdom, France, Spain, Israel, Ukraine, Netherlands, and Germany.
This Pixalate report series ranks sell-side platforms (SSPs) across the web, mobile apps, and Connected TV (CTV) according to their SPO Score in key global ad economies. Pixalate’s SPO Score is a Seller Trust Index metric that uses the SupplyChain Object (SCO) to verify the volume of country-level ad impressions where the SSP is identified as an authorized direct ad seller in publishers’ ads.txt or app-ads.txt files.
In addition to the United Kingdom, France, Spain, Israel, Ukraine, Netherlands, and Germany reports, Pixalate released SSP SPO rankings for the U.S., Canada, Mexico, Brazil, China, Japan, Singapore, and India.
Pixalate's data science team analyzed programmatic advertising activity across 100+ billion global open programmatic advertising impressions in H2 2024 to compile the research in this series.
| Rank | UK | Germany | Spain | France | Israel | Ukraine | Netherlands |
| 1 | Google AdExchange (99) | Google AdExchange (99) | Google AdExchange (97) | Google AdExchange (99) | Google AdExchange (99) | Google AdExchange (99) | Google AdExchange (98) |
| 2 | Seedtag (88) | Outbrain Inc. (91) | Seedtag (95) | Seedtag (96) | Kueez Entertainment Ltd (85) | Publift (85) | Seedtag (96) |
| 3 | Adaptmx (87) | Seedtag (90) | Outbrain Inc. (86) | Outbrain Inc. (95) | Cafemedia (83) | Optad360 (84) | Mediavine (90) |
Table depicts the SSPand their respective SPO Score from the Q3 2024 Pixalate Seller Trust Index in a given country.
Download the reports to see the entire web SSP SPO leaders across EMEA, including the unique number of domains’ ads.txt files on which the SSP is listed as an authorized direct ad partner.
| Rank | UK | Germany | Spain | France | Israel | Ukraine | Netherlands |
| 1 | Digital Turbine (98) | Google AdExchange (94) | Digital Turbine (99) | Digital Turbine (99) | InMobi (96) | Verve (99) | Google AdExchange (99) |
| 2 | Verve (94) | Digital Turbine (91) | Verve (94) | Google AdExchange (91) | Verve (95) | Algorix (91) | Digital Turbine (93) |
| 3 | Google AdExchange (94) | Verve (88) | Google AdExchange (93) | Verve (90) | Digital Turbine (94) | Digital Turbine (91) | Verve (91) |
Table depicts the SSPand their respective SPO Score from the Q3 2024 Pixalate Seller Trust Index in a given country.
Download the reports to see the entire mobile app SSP SPO leaders across EMEA, including the unique number of apps’ app-ads.txt files on which the SSP is listed as an authorized direct ad partner.
| Rank | UK |
| 1 | Magnite (98) |
| 2 | Xandr Monetize (86) |
| 3 | PubMatic (69) |
Table depicts the SSPand their respective SPO Score from the Q3 2024 Pixalate Seller Trust Index in a given country.
| Rank | UK |
| 1 | FreeWheel (99) |
| 2 | Magnite (70) |
| 3 | Xandr Monetize (66) |
Table depicts the SSPand their respective SPO Score from the Q3 2024 Pixalate Seller Trust Index in a given country.
Download the reports to see the entire CTV app SSP SPO leaders across EMEA, including the unique number of apps’ app-ads.txt files on which the SSP is listed as an authorized direct ad partner.
Download the complete H2 2024 SSP SPO Ranking Reports:
About Pixalate
Pixalate is a global market-leading ad fraud protection, privacy, and compliance analytics platform. Pixalate works 24/7 to guard your reputation and grow your media value by offering the only system of coordinated solutions across display, app, video, and CTV for the detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. www.pixalate.com
Disclaimer
The content of this press release, and the SupplyChain Object Validation Report (the “Report”), reflects Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to programmatic advertising activity across mobile apps in the time period studied. As used herein, and per the MRC, “'Invalid Traffic' (IVT) 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.”
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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.”
