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 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.
| 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.
| 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.
| 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 all of Pixalate’s Seller Trust Indexes:
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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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.”
