Google AdX, OpenX & Rubicon Project Remain Top-Rated Programmatic Sellers

Casale Media is out, LinkedIn is in the top 20 on Pixalate's January Seller Trust Index.

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Google AdX, OpenX and Rubicon Project held onto their top-three rankings on the January Seller Trust Index of programmatic ad sellers issued by Pixalate, a programmatic analytics platform.

Aimed at giving buyers a baseline measure of inventory quality metrics among sellers, Pixalate’s rankings are based on an analysis of billions of ad impressions served across open ad exchanges.

Top Rated Programmatic Ad Sellers, January 2015. Source: Pixelate

(CLick to enlarge.) Top Rated Programmatic Ad Sellers, January 2015. Source: Pixalate

Last month an Association of National Advertisers study estimated advertisers could lose up to $6 billion to ads seen only by bots. In response to the industry’s ad fraud troubles, Pixalate launched the Seller Trust Index in December to give RTB buyers an independent measure of ad quality. Jalal Nasir, Pixalate Founder and CEO said of the Index, “Quantity-based metrics–such as reach, for instance–tell brands a limited story. We believe that full transparency will bring trust to our industry.”

There are notable absences from this list such as Yahoo Audience Network, Conversant, RadiumOne and Burst to name a few of comScore’s top ad sellers ranked by reach.

This month Casale Media, Audience Square and Bizo each fell out of the top 20 rankings issued in December. Though Pixalate tells us that Casale’s drop was minor, down to the 22nd spot. LinkedIn Network Display, Collective Exchange and Hi-Media each broke into the top 20 this month. [Update: Lijit rebranded as Sovrn]

ComScore itself, announced last week that it has launched publisher Trust Profiles, a set of independent pre-bid metrics that media buyers can access directly in programmatic trading platforms to help bring more transparency to automated buying.

More on Pixalate’s Seller Trust Index methodology is available here.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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