Pixalate Launches TruReach Metric For More Holistic View Of Inventory Quality

Pixalate, a global intelligence platform and real-time fraud protection provider, on Thursday announced a new metric, TruReach, that it says will offer a more holistic view of the quality of a seller’s ad inventory. The tool filters out fraudulent devices and measures real people who a media seller or exchange would have access to.

“Any measurement methodology that doesn’t address invalid traffic is outdated and misleading, be it in measuring reach, impressions, ad viewability or click-through rate,” said Jalal Nasir, CEO, Pixalate.

Pixalate also released the next generation of its Global Seller Trust Index (GSTI), which rates the quality of programmatic advertising in a monthly analysis of 100 billion monthly impressions, and named the top 20 ad-tech platforms for desktop and mobile apps for January.

In its latest iteration, the GSTI now includes metrics for international traffic, and has also separated the Standardized Fraud Metric or Fraud Score into two scores. These are the SIVT Score: so-called medium-risk traffic such as hijacked devices, URL spoofing or falsely represented impressions, and the GIVT Score: so-called high-risk traffic such as data center traffic, bots and spiders or other crawlers masquerading as legitimate users.

For U.S.-based traffic in January 2016, Google AdExchange, OpenX, Rubicon Project, PulsePoint and Sovrn took the top 5 rankings in final scores. For non-U.S.-based traffic, those rankings changed a bit: Rubicon was ranked No. 1 in the final scores, followed by Google Ad Exchange, PulsePoint, Sovrn and OpenX.

Pixalate began tracking the quality of sellers’ mobile in-app inventory in Sept. 2015 with the the Mobile Sellers Trust Index, which evaluates 125 supply-side platforms with in-app mobile inventory based on an analysis of more than five billion impressions to determine reputation. The top five sellers with mobile in-app inventory in January were Amobee, Rubicon Project, Millennial Media Exchange, OpenX and Big Mobile Group.

The Association of National Advertisers and WhiteOps, a digital security company, early this year projected that ad fraud will cost the industry $7.2 billion in 2016, up nearly $1 billion from 2015.

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