• by Wayne Friedman , May 24, 2021

With ad fraud, viewability and other issues impacting connected TV and mobile platforms, Pixalate, the worldwide ad fraud and marketing research company, has launched a “trust” index.

The “Publisher Trust Index” uses algorithms to measure metrics, including brand safety, invalid traffic (IVT, or ad fraud), programmatic reach and viewability. It is a MRC-accredited ad-fraud measurement company.

“CTV and mobile apps remain the fastest-growing channels for programmatic advertising even as ad fraud eats around 25% of spend,” the company says.

When it comes to TV-focused apps and platforms, Hulu, fuboTV, Philo, Univision Now and NewsOn head the top 100 rankings on the Roku Channel Store.

The top five for Amazon Fire TV Channel Store were Philo, Pluto TV, CNNgo, fuboTV and Sling TV.

The top connected TV supply-side platforms (SSP) going through Roku, in terms of its “seller trust index,” Pixalate says, include FreeWheel, Magnite, Unruly, Verizon Media, Index Exchange, EMX, PubMatic, InMobi, Triple Lift and Open X.

Other top SSPs include Xandr Monetize and Google Ad Exchange.

Much of the same SSP companies are also high on the list for the Amazon FireTV platform, with Magnite, FreeWheel, EMX, Unruly, OpenX, Xandr Monetize, Index Exchange and PubMatic taking top spots.

In other research, Pixalate says, the top five connected U.S. TV devices are: Roku, Amazon, Samsung, Vizio, and Apple TV.

Pixalete says those with the biggest global reach on the Roku store include Amazon Prime Video, Hulu, Pluto TV, Tubi, HGTV Go, Food Network Go, HappyKids, Vudu, JW Broadcasting and Plex.