SELLER TRUST INDEX

THE FIRST INDEPENDENT QUALITY RATINGS FOR PROGRAMMATIC ADVERTISING

MARCH 2015

MARCH 2015

FINDINGS

THE QUALITY RATINGS STANDARD

FOR PROGRAMMATIC ADVERTISING

THE TOP 20 RATED SELLERS IN PROGRAMMATIC

THE QUALITY RATINGS STANDARD

FOR PROGRAMMATIC ADVERTISING

March rankings are based on February 2015 data for display.

THE QUALITY RATINGS STANDARD

FOR PROGRAMMATIC ADVERTISING

March rankings are based on February 2015 data for display.

INDUSTRY RESPONSE TO THE SELLER TRUST INDEX

“The index seems likely to set off a bomb in the often shrouded industry. ‘It’s going to have an impact on sales,’ says IDC analyst Karsten Weide. ‘It’s

going to be very helpful for buyers.’” - FORBES

“Pixalate’s Index, without question, is an important one. The industry’s first comprehensive RTB quality rating standard has been sorely needed for some

time.” - Mobile Marketing Watch

SELLER TRUST INDEX

METHODOLOGY

THE QUALITY RATINGS STANDARD

FOR PROGRAMMATIC ADVERTISING

METHODOLOGY The global quality ratings are based upon an analysis of overall effectiveness assessing viewability, fraud, engagement, domain masking, and network and inventory scores in compliance with recognized industry standards. The monthly Seller Trust Index assesses quality for more than 400 active sellers and is based upon proprietary analysis of more than 100 billion monthly ad impressions and tallies ratings based upon inventory quality and ad performance paired with traditional market reach. Ratings on all of the scores are normalized to a range between 0-99, where 99 represents the seller rated highest on the given criteria.

The Seller Trust Index is an independent industry rating based on data collected by Pixalate on the open RTB marketplace. Pixalate does not endorse any specific vendor or service ranked in the Index and is not

responsible for exchange data.

“Trust is fundamental to the success of programmatic, and that calls for evaluation of sellers based on quality measures that go beyond traditional reach metrics.” - Jalal Nasir, Pixalate Founder and CEO

NETWORK SCORE

THE NETWORK SCORE is based on domain quality of sellers on open exchanges. Top sellers of high quality domains will receive a high score.

THE QUALITY RATINGS STANDARD

FOR PROGRAMMATIC ADVERTISING

INVENTORY SCORE

THE INVENTORY SCORE is determined by amount of legitimate inventory, inventory sources, amount of masking, and price. Sellers that correctly represent domains from legitimate sources will rate higher on this scale.

THE QUALITY RATINGS STANDARD

FOR PROGRAMMATIC ADVERTISING

FRAUD SCORE

THE FRAUD SCORE is determined by Pixalate’s proprietary fraud engine, which classifies each impression as of human traffic vs. bot traffic. The seller with the lowest fraudulent activity will score higher on this scale.

THE QUALITY RATINGS STANDARD

FOR PROGRAMMATIC ADVERTISING

VIEWABILITY SCORE

THE VIEWABILITY SCORE is based on Media Rating Council (MRC) standards, each impression is classified for true viewability. A seller with more viewable impressions is given a higher score.

THE QUALITY RATINGS STANDARD

FOR PROGRAMMATIC ADVERTISING

ENGAGEMENT SCORE

THE ENGAGEMENT SCORE is evaluated based on user interaction— time spent on page, mouse hover time and clicks. Sellers with high engagement are more likely to perform well.

THE QUALITY RATINGS STANDARD

FOR PROGRAMMATIC ADVERTISING

MASKING SCORE

THE MASKING SCORE is based on amount of inventory misrepresented on RTB as a different domain. Fraudulent sellers use domain masking to hide the true identity of low quality inventory. Sellers with high masking scores have low amounts of masked inventory in their network.

THE QUALITY RATINGS STANDARD

FOR PROGRAMMATIC ADVERTISING

INFORMATION ABOUT THE INDEX The Trust Index is an independent industry rating based on data collected by Pixalate on the open exchange marketplace. The monthly seller trust index is based upon Pixalate’s proprietary technology that delivers ratings based upon inventory quality and ad performance, along with classic reach ranking. Pixalate does not endorse any specific vendor or service ranked in the Seller Trust Index and is not responsible for exchange data. Rating scores are normalized to a range of 0-99. To learn more about the methodology and to download an expanded list of the top 50 sellers, visit www.pixalate.com/sellertrustindex. ABOUT PIXALATE

Pixalate is the leading ad analytics platform that delivers real time RTB data, market intelligence and independent ratings to make smarter, more informed decisions in programmatic advertising. Pixalate monitors billions of ad events daily on the exchanges and provides data and competitive insights to improve supply quality and ad performance in real time. Proprietary data points include pricing intelligence, fraud, brand safety and viewability scores of 20MM+ websites and supply sources.

THE QUALITY RATINGS STANDARD

FOR PROGRAMMATIC ADVERTISING

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THANK YOU from Pixalate

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