The digital ad industry knows there is a huge online advertising fraud problem: The Association of National Advertisers this week said global advertisers could lose $6.3 billion next year in wasted money, buying ads that are never seen by humans, if current fraud rates continue at the same pace.
But while there has been extensive amounts of research conducted on the area of ad fraud what was unclear was which advertising sellers were responsible for poor quality inventory being sold online — and which ones had clean noses.
Today, Pixalate, a programmatic advertising analytics platform, has released its first monthly Global Seller Trust Index, which ranks programmatic advertising sellers (ad fraud is particularly prevalent in the area of programmatic advertising, because advertisers use software — rather than speaking to human salespeople — to buy their ads.)
Pixalate has looked at more than 100 billion impressions across the net, assessing each seller on areas such as viewability, fraud, engagement and domain masking (read the full methodology below.) And big names including Yahoo, AOL and Millennial Media are among the surprises sitting outside of the top 20 rankings.
Here’s Pixalate’s Global Seller Trust Index top 20 performers for November. Google AdExchange sits atop the rankings of 400 sellers, and there are some solid performances from big players like OpenX and Rubicon. There are also some lesser-known names in there ad execs might not expect”. To see the full list, please click the link below;