May 18, 2016
Quality: A Bedrock Principle
As with any industry undergoing rapid change, challenges abound in programmatic. Hurdles for continued growth in digital advertising include fraud, ad blocking, and viewability, the result of a divergence from a bedrock principle that must be present in order for growth to continue – quality.
Quality has been a cornerstone of the OpenX ad exchange since 2012 when OpenX led the industry in an ongoing campaign to eliminate fraud in programmatic advertising. At OpenX, we believe everyone in the value chain must take responsibility for their piece of business. If inventory passes through our exchange, we stand behind it. As a result of this fundamental value and unwavering commitment to quality, OpenX operates the highest quality exchange in the industry.
OpenX regained its top spot on Pixalate’s Global Seller Trust Index for April 2016 as the highest quality, most trusted marketplace for digital inventory in the U.S. The April 2016 Index ranks OpenX as #1 for U.S. web inventory and, for the first time, #1 in mobile app inventory. OpenX also placed in the top three sources of quality supply in international markets.
Pixalate’s Global Seller Trust Index is the industry’s first comprehensive Real-Time Bidding (RTB) quality rating standard. The Index is critical to the development of industry quality standards.
The monthly Global Seller Trust Index is based upon Pixalate’s proprietary technology that analyzes more than 100 billion monthly impressions and delivers ratings based upon inventory quality and ad performance. Global quality ratings are based on an analysis of overall effectiveness assessing malware, viewability, fraud, engagement, domain masking, and inventory scores in compliance with recognized industry standards.
As an industry, it is incumbent upon the key constituents to hold each other to the highest of standards, to demand more from the technology that powers advertising in order to make the most of the true promise offered by programmatic – efficiency, relevancy and context. It’s vital that publishers and brands work with the right ad tech companies those who operate in clients’ best interest, ask the right questions and prioritize quality.
Investing in quality pays off by increasing trust and, ultimately participation. High quality inventory results in higher CPMS, increases in revenue, and achieves campaign goals efficiently.