SANTA MONICA, CA--(Marketwired - March 03, 2016) - Pixalate, the leader in fraud protection and data intelligence, today intensified the battle against ad fraud with the release of its next generation Global Seller Trust Index™ (GSTI), the rating standard for programmatic advertising. As part of the new GSTI, the company introduced TruReach™, a new revolutionary reach metric that filters out fraudulent devices and accurately measures the real human users a seller or exchange has access to.
Ad fraud is the biggest threat facing today's digital advertising economy. Research shows up to 48.5 percent of internet traffic are crawlers, bots, or non-human traffic (NHT). Existing direct and panel-based measurements used to calculate inventory reach ignore the impact of NHT, and as a result, lack accuracy and mislead advertisers, buyers and agencies on the true reach of their campaigns.
"Any measurement methodology in today's advertising economy that doesn't address invalid traffic is outdated and misleading, be it in measuring reach, impressions, ad viewability or CTR," said Jalal Nasir, CEO, Pixalate.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."
Next Gen Global Seller Trust Index
The GSTI evaluates 400 ad exchanges and SSPs based on an analysis of 100 billion monthly impressions to determine reputation. Seller Ratings are based upon a weighted analysis and scoring of overall effectiveness assessing reach, fraud, masking, viewability and network. Features of the new GSTI include:
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New TruReach Score
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New International Global Seller Trust Index: as programmatic advertising gains traction globally, the GSTI has now added an International index for publishers and buyers who want to learn which companies with non-US traffic work best for them.
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Standardized Fraud Metric: the former Fraud Score is now divided into:
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SIVT Score: medium-risk traffic such as hijacked devices, URL spoofing or falsely represented impressions.
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GIVT Score: high-risk traffic such as data center traffic, bots and spiders or other crawlers masquerading as legitimate users.
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In-App Mobile Seller Trust Index
The MSTI evaluates 125 supply-side platforms with in-app mobile inventory based on an analysis of more than five billion impressions to determine reputation. Seller Ratings are based upon a weighted analysis and scoring of overall effectiveness assessing reach, fraud, transparency and location.