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Q1 2018 VSTI: Gap between high- and low-ranking video ad sellers is getting smaller

Pixalate this week released the Q1 2018 Video Seller Trust Index (VSTI), which ranks the overall quality of programmatic sellers based on programmatic video inventory across desktop, mobile, and Connected TV/OTT. Our VSTI includes a U.S.-only set of rankings and an International set of rankings (all countries except for the U.S.).

Here are the top five sellers based on overall inventory quality from the U.S. and International in March 2018:

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The gap between higher- and lower-ranked programmatic video sellers isn’t as wide as it used to be

Since the start of 2017, the gap between higher- and lower-ranking programmatic video ad sellers has narrowed.

The below chart depicts the difference in average Final Grade between companies ranked 1-10 and companies ranked 31-40 (running average).

 

Those at the top do still provide better overall quality than those further down the list, but this data indicates that the gap is narrowing between the “top” and “bottom.” It suggests there is now less risk associated with “choosing the wrong partner” compared to a year ago.

This could be a sign that the programmatic video ad industry, as a whole, has taken measures to address the calls for more transparency and better quality.

One of the major trends we’ve seen in the programmatic video advertising space over the past 18 months is video sellers adopt stricter standards when it comes to quality. We have seen many new video sellers work with ad fraud vendors in a bid to reduce invalid traffic (IVT) and reduce overall risk.

You can download the full list of top programmatic sellers here.

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About Pixalate’s Seller Trust Indexes

Pixalate’s monthly Global Seller Trust Index (GSTI), Mobile Seller Trust Index (MSTI), and Video Seller Trust Index (VSTI) are the worldwide standards in programmatic advertising quality ratings. Released monthly, the indexes evaluate and rank the quality and integrity of advertising networks and sellers across channels, platforms, and devices.

Global quality ratings are based on an analysis of overall effectiveness assessing multiple factors, such as viewability, fraud, engagement, domain masking, network quality and more, in compliance with recognized industry standards. 

To learn more about the methodology and to download the expanded list of top sellers, visit http://www.pixalate.com/sellertrustindex.

About Pixalate

Pixalate is a cross-channel fraud intelligence company that works with brands and platforms to prevent invalid traffic and improve ad inventory quality.

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