December 10, 2014
OpenX Ranked #1 in Inventory Quality in Pixalate’s Global Seller Trust Index for Real-Time Bidding
Largest Independent Exchange Also Earns High Ranking in Fraud and Masking Prevention
LOS ANGELES and NEW YORK, December 10, 2014 OpenX Technologies, Inc. (OpenX), a global leader in web and mobile advertising technology, today announced that it ranked first for inventory quality in Pixalate’s Global Seller Trust Index, the industry’s first comprehensive Real-Time Bidding (RTB) quality rating standard. Pixalate is a leading programmatic analytics platform that provides a comprehensive solution encompassing marketing intelligence, ratings and fraud protection.
The Pixalate Global Seller Trust Index evaluates RTB quality from more than 400 active exchanges and ad networks across a comprehensive range of data and ranks the 20 top-rated sellers. In addition to this top ranking, OpenX was a leader overall and scored high in the critically important categories of fraud and masking prevention. The ranking reflects the significant investment OpenX commits to traffic quality and the consistent high quality of the inventory in the OpenX Ad Exchange.
OpenX set a new industry standard for traffic quality in 2013 with the launch of the OpenX Traffic Quality Monitoring System, featuring dual human and automated, real-time filtering processes to ensure the quality of inventory. The proprietary system quickly identifies and filters out suspicious traffic, and enables OpenX to surgically splice inventory, allowing only quality impressions into the OpenX Ad Exchange.
“OpenX operates the world’s cleanest and largest independent ad exchange,” said Qasim Saifee, senior vice president, Monetization Platform, OpenX. “Delivering consistently exceptional results is a hallmark of a trusted pool of inventory. By providing both buyers and publishers with an environment in which they are able to trade impressions safely, transparently and with confidence, the OpenX Ad Exchange provides all marketplace participants with ongoing optimal value.”
“The quality of inventory in the OpenX Ad Exchange is one of our defining attributes,” said John Murphy, vice president, Marketplace Quality, OpenX. “We’re constantly researching new avenues of quality control. Pixalate’s new index emphasizes the increasing importance to the industry of quality supply to maintain a truly efficient market making system.”
“Pixalate is pleased to announce the Global Seller Trust Index as an important step forward in bringing trust and transparency to RTB,” said Jalal Nasir, founder and chief executive officer, Pixalate. “We are committed to meeting the critical need for accurate, neutral ratings that provide a benchmarking standard based on quality. Traditional ranking metrics based on reach are inadequate in today’s advertising technology landscape. We congratulate OpenX on its investment in quality and the significant accomplishment of a top ranking, and encourage all sellers in the RTB ecosystem to invest in quality management.”
The monthly Pixalate Global Seller Trust Index is based upon its proprietary technology that analyzes more than 100 billion monthly impressions and delivers ratings based upon inventory quality and ad performance, along with classic reach ranking. Global quality ratings are based upon an analysis of overall effectiveness assessing viewability, fraud, engagement, domain masking, and inventory scores in compliance with recognized industry standards.
For more information on its methodology, see Pixalate’s December 10, 2014 press release, Pixalate Unveils First Global Seller Trust Index for RTB: blog.pixalate.com/announcement-global-seller-trust-index
To access a free copy of the Pixalate Global Seller Trust Index, please visit: ratings.pixalate.com/sellertrustindex
OpenX is focused on unleashing the full economic potential of digital media companies. We do this by making digital advertising markets and technologies that are designed to deliver optimal value to publishers and advertisers on every ad served across all screens.
Today, as the #1 independent exchange, we operate one of the first, largest, and highest quality programmatic markets for digital advertising. In addition, we offer a complete supply side platform powered by the unique OpenX Demand Fusion technology that merges network and Real-Time Bidding, and a comprehensive ad server.
At OpenX, we have built a team that is uniquely experienced in designing and operating high-scale ad marketplaces, and we are constantly on the lookout for thoughtful, creative executors who are as fascinated as we are about finding new ways to apply a blend of market design, technical innovation, operational excellence, and empathetic partner service to the frontiers of digital advertising.