SpotX has been named the most trusted video advertising platform in the new Video Seller Trust Index (VSTI), released by fraud protection and data intelligence firm Pixalate.
The new quality-based rating system is the industry’s first monthly, cross-platform rating system for video advertising, spanning programmatic TV, OTT, mobile and desktop video.
The VSTI tracks the movement of video advertising spend from traditional direct channels to programmatic sellers, helping advertisers understand inventory quality and cross-screen audience reach. It evaluates nearly 200 distinct, per-impression metrics based on an analysis of more than 100 billion impressions, rating sellers on the key criteria of comparative Gross Rating Points (GRP), reach, player size, and engagement in compliance with recognized industry standards.
SpotX led the field in October with an overall score of 90, driven by an xGRP of 88, xReach of 93, player score of 82 and engagement score of 86.
“SpotX uses a mixture of proprietary technology, vendors and a full-time brand safety team to combat and address quality issues,” explained Nick Frizzell, Sr. Director, Brand Safety & Inventory Operations, at SpotX. “We also participate in the Trustworthy Accountability Group, which focuses on eliminating ad fraud, combating malware, fighting internet piracy and promoting transparency.”
The VSTI expands on Pixalate’s other rating standards for programmatic advertising — the Global Seller Trust Index™ (the index for display advertising) and in-app Mobile Seller Trust Index™ (MSTI). An international (non-US) version of the VSTI will become available in early 2017.
About Pixalate’s New Video Seller Trust Index
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 determined 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:
- xGRP: Pixalate’s unique xGRP formula enhances the GRP standard by capturing the potential of an ad to reach the largest possible volume of users as distributed by device and via a given programmatic seller, with one common metric.
- xReach: A comprehensive measurement of a seller’s ability to capture an advertiser’s desired audiences across multiple video platforms as a percentage of the total available population.
- Player Size: Based on the percentage of large player (480 x 320 and higher), mid player (301 x 251 to 479 x 319), and small player (300 x 250 and smaller) video content optimized for device and screen size using industry standard sizes for each player class.
- Engagement: Based on user interaction with video content as measured by user interaction and other relevant video session data.