Pixalate Introduces Quality Standards for Mobile Ads
Of 125 seller-side in-app mobile ad platforms, 10 sellers own more than 80 percent of the inventory, which equals less than 7 percent of sellers.Pixalate, a provider of fraud protection and data intelligence, announced a monthly in-app Mobile Seller Trust Index (MSTI), with the aim of offering more clarity on how supply quality in mobile should be evaluated. Pixalate introduced its monthly Global Seller Trust Index for display and mobile Web advertising in December 2014. The new MSTI is based on factors specific to in-app mobile ads, including legitimate inventory, fraud, transparency and location. The MSTI evaluates 125 supply-side platforms with in-app mobile inventory based on analysis of more than 5 billion impressions to determine the reputation. "Though majority of that supply is coming from mobile apps, effectively evaluating supply quality has been difficult," Khalid Razzaq, Pixalate’s vice president of product management, told eWEEK. "This is why Pixalate, with access to billions of mobile in-app impressions, quantified the quality of each in-app impression with our proprietary MSTI—to provide buyers with an objective assessment of supply chain." The top 10 sellers for the month of August include Amobee, Rubicon, Big Mobile Group, Millennial Media Exchange, OpenX, Airpush, AOL Marketplace, Google AdExchange, Nexage, and InMobi.
"Due to overt complexity, a void in transparency and the lack of necessary technology for quantifying and measuring quality, fraudsters have been able to get away with in-app mobile fraud for far too long," Razzaq said. "Currently, media buyers have no benchmark for the quality of their supply and supply sources. MSTI is the first transparent, independent and objective rating of its kind. This will finally offer much-needed transparency to the mobile in-app advertising industry."