Pixalate Launches App Publisher Trust Index

London-based ad fraud intelligence and marketing compliance platform Pixalate has launched the 'Publisher Trust Index', which provides a global approach to measurement and monthly rankings of mobile and Connected TV apps, based on traffic quality.

Pixalate works with brands and platforms to protect against fraudulent traffic and improve ad inventory quality. Last year, the firm earned accreditations for multiple metrics from the Media Rating Council (MRC), across over-the-top (OTT) and Connected TV (CTV) ad environments, including server-side ad insertion (SSAI) measurement metrics.

The new index analyzes two trillion data points across the programmatic ecosystem, from more than five million apps and over 35 app categories across four regions (North America, EMEA, APAC and LATAM), to create 200 reports across the Apple, Google, Roku and Amazon app stores. The company says that while traditional ranking systems use a quant-based approach, Pixalate uses proprietary algorithms to measure a range of quality metrics, including brand safety, invalid traffic (IVT, or ad fraud), programmatic reach, viewability and more. App publishers will also be able to request a free 'Publisher Diagnostic Report' to gain insights and understand how buyers evaluate their business.

CEO Jalal Nasir (pictured) comments: 'Despite their critical role in the digital ad supply chain and proximity to end-users, publishers are too often overlooked when it comes to mitigating risk and improving traffic quality. Empowering publishers to identify and assess their ad fraud and privacy compliance risks will create a more transparent and trustworthy programmatic ad supply chain'.

Web site: www.pixalate.com .