Fraud protection and data intelligence solution Pixalate has released the most recent version of its Global Seller Trust Index (GSTI), the rating standard the company publishes for programmatic advertisers.
Ad fraud remains the single great threat to the digital advertising economy, with research indicating that upwards of 48.5 percent of internet traffic is actually non-human (crawler and bots). Existing direct and panel-based measurements used to calculate inventory reach ignore the impact of NHT (non-human traffic), and as a result, lack accuracy and mislead advertisers, buyers and agencies on the true reach of their campaigns.
As part of Pixalate's new GSTI, the company also introduced TruReach, a reach metric (score) that filters out fraudulent devices and accurately measures the real human users a seller or exchange has access to.
"Any measurement methodology in today's advertising economy that doesn't address invalid traffic is outdated and misleading, be it in measuring reach, impressions, ad viewability or CTR," said Jalal Nasir, CEO, Pixalate. "Pixalate's mission is to accurately provide a 360 degree view of the supply chain on every seller, so advertisers and investors can partner with the most trusted sellers and exchanges globally and at scale. Our next gen index with TruReach delivers on that mission by unlocking additional insights about seller inventory."
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.