Inside the RTB Ecosystem with Pixalate's Global Seller Trust Index
Programmatic advertising is one of those tactics that is shaping the 'Net as Web professionals know it, making it important for brands to know who the key players are and how they compare. In the age of real-time bidding, that's not always easy to do.
Fortunately, Pixalate (an analytics platform for programmatic advertising) recently released a RTB (real-time bidding) quality rating standard, the Global Seller Trust Index, revealing the top 20 rated sellers in its first monthly report.
The Global Seller Trust Index analyzes billions of monthly impressions from more than 400 actives exchanges to deliver its ratings which are based upon inventory quality and advertising performance, as well as classic reach ranking. The ratings leverage a weighted analysis of overall effectiveness according to Pixalate, assessing viewability, fraud, engagement, domain masing, and network and inventory scores.
“Pixalate is pleased to announce the Global Seller Trust Index as an important step forward in bringing trust and transparency to RTB,” said Jalal Nasir, founder and chief executive officer, Pixalate.
“We are committed to meeting the critical need for accurate, neutral ratings that provide a benchmarking standard based on quality. Traditional ranking metrics based on reach are inadequate in today’s advertising technology landscape. We congratulate OpenX on its investment in quality and the significant accomplishment of a top ranking, and encourage all sellers in the RTB ecosystem to invest in quality management.”