SANTA MONICA, CA--(Marketwired - September 22, 2015) - Pixalate, the leader in fraud protection and data intelligence, today announced the launch of the industry's first monthly in-app mobile Seller Trust Index (MSTI). With the new MSTI, Pixalate is providing clarity on how supply quality in mobile should be evaluated based on factors including legitimate inventory, fraud, transparency and location. The top ten sellers for the month of August include Amobee, Rubicon Project, Big Mobile Group, Millennial Media Exchange, OpenX, Airpush, Marketplace, Google AdExchange, Nexage Inc., and InMobi.
The MSTI evaluates 125 supply-side platforms with in-app mobile inventory based on analysis of more than five billion impressions to determine the reputation.
To download the full index, please visit: www.pixalate.com/sellertrustindex/mobile
Measuring quality for in-app mobile ad inventory poses challenges for buyers and sellers due to lack of standardized quality measurement. As spend on mobile advertising, especially in-app mobile ads, continues to grow, transparency of legitimate inventory is also worsening. This year, mobile ad spending in the United States will reach nearly $29 billion and account for 49 percent of overall digital ad spend, according to eMarketer. Today's marketers are challenged especially with in-app mobile ads, which represents more than 70 percent of the overall mobile advertising industry. While Pixalate introduced the monthly Global Seller Trust Index for display and mobile web advertising in December 2014, the company is now introducing the MSTI to provide an index based on factors specific in-app mobile ads.
"Supply quality measurement in-app mobile ads has become a minefield for buyers. Our study revealed that more than 38 percent of in-app mobile ad inventory is fraudulent leaving buyers in the dark on which ad exchanges are trustworthy," said Jalal Nasir, CEO, Pixalate. "We are very pleased to announce the Mobile Seller Trust Index to help the industry address this problem. The new ground-breaking index will help level the playing field for mobile ad buyers, who want verified data on how each ad platform ranks based on factors such as location and non-human traffic data."
Other Key Observations
In addition to ranking the trustworthiness of seller-side ad platforms, Pixalate identified four key issues pertaining to the quality of in-app mobile ads:
"While I'm pleased with our industry's progress in fighting desktop fraud, mobile and video remain areas we need to be all the more vigilant," says Jay Friedman, COO at Goodway Group. "Pixalate has the best fraud ratings and alert system we've seen and their entrance into the mobile ecosystem -- especially in-app -- strengthens our confidence about the ability to limit ourselves to quality mobile ad environments."
"The integrity of mobile in-app inventory, data quality and accuracy is imperative," says Rujul Patel, senior vice president of global publisher solutions at Amobee. "MSTI is a positive step forward for our industry that needs to operate with transparency and accountability to guarantee an optimal way to reach consumers on mobile."
Methodology
Seller Ratings are based upon a weighted analysis and scoring of overall effectiveness assessing reach, fraud, transparency and location.
The Mobile Seller Trust Index is an independent industry rating based on data collected by Pixalate on the mobile in-app ad marketplace. Pixalate does not endorse any specific vendor or service ranked in the Index and is not responsible for exchange data. Rating scores are normalized to a range of 0-99. To learn more about the methodology and to download the free industry whitepaper, visit www.pixalate.com/sellertrustindex/mobile.
DISCLAIMER: The ratings and rankings are, and must be construed solely as, statements of opinion and not statements of fact or recommendations to purchase or sell media inventory. Each rating or other opinion must be weighed solely as one factor in any transactional decision made by or on behalf of any user of the information, and each such user must accordingly make its own study and evaluation of each vendor.
ABOUT PIXALATE
Pixalate, Inc. is a leading global intelligence platform and real time-fraud protection provider. Pixalate is a Media Rating Council accredited vendor for display ad viewability. For more information, please visit www.pixalate.com.
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