Pixalate Unveils Video Seller Trust Index

Ad fraud protection and data intelligence specialist Pixalate has launched the Video Seller Trust Index (VSTI), offering a cross-platform rating system for video advertising spanning programmatic TV, mobile and desktop formats.

Expanding on the firm's existing Global Seller Trust Index (GSTI) and in-app Mobile Seller Trust Index (MSTI), the new VSTI will track the movement of video ad spend from traditional direct channels, to programmatic sellers. According to the firm, this will enable advertisers to plan their campaign spend on platforms optimized for both inventory quality and cross-screen audience reach.

Pixalate says its data shows that 44% of connected TV/OTT (over-the-top) device traffic is invalid. The new VSTI evaluates nearly 200 distinct per impression metrics based on an analysis of more than 100 billion impressions to determine reputation. Seller quality ratings are uncovered using machine-learning to analyze and score sellers for overall effectiveness assessing fraud, as well as new metrics including comparative gross rating points (GRP), reach, player size, and engagement in compliance with recognized industry standards.

Jalal Nasir, Pixalate founder and CEO, comments: 'Video advertising, particularly programmatic TV, is rapidly becoming the next big frontier for fraudsters to exploit. Our ground-breaking new Video Seller Trust Index addresses this industry problem by identifying the safest platforms for advertisers to work with through quality scores that go beyond the one dimensional reach metric'.

Web site: www.pixalate.com .