Pixalate, the ad-fraud prevention firm, this week launched its first monthly in-app Mobile Seller Trust Index (MSTI), which rates fraud activity across ad exchanges. The top ten sellers of this month are:
Pixalate releases Seller Trust Index
Jalal Nasir, CEO, Pixalate, explains:
“There’s a huge lack of trust because of some of the malpractices in the industry, and we’re trying to help the industry establish trust. We’ve seen that in the last three to four months there’s more fraud happening in mobile than on the desktop side.”
The MSTI analyses five billion impressions across 125 supply-side platforms with in-app mobile inventory. It is being launched at a time when measuring in-app mobile ad inventory has become a challenge for marketers due to lack of standardised measures. At the same time, transparency is getting worse and 38% of mobile app ad inventory is fraudulent, according to Nasir’s estimates.
Ad fraud works by creating bot traffic and selling it to publishers. Fraudsters also sell ad inventory for more impressions. With ever more users spending time in apps and not just the mobile web, app fraud is a growing issue. Impression fraud detection company, Forensiq, earlier this year, predicted that in-app ad fraud may cost advertisers in excess of $857m.
Jay Friedman, COO, Goodway Group, says:
“While I’m pleased with our industry’s progress in fighting desktop fraud, mobile and video remain areas we need to be all the more vigilant. Pixalate has the best fraud ratings and alert system we’ve seen and their entrance into the mobile ecosystem – especially in-app – strengthens our confidence about the ability to limit ourselves to quality mobile ad environments.”
Pixalate already introduced a Global Seller Trust Index for display and mobile web in December 2014. The new MSTI is specific to in-app mobile ads. Its ratings are based on a series of factors including reach, unique users, invalid traffic, bots and spiders as well as false impressions, location and user information.
Among other challenges, the company found that over 50% of in-app mobile ad inventory did not offer device ID information. In addition, just 30% of inventory includes location data and only 18% provide accurate location. More than one-third of mobile in-app fraud comes directly from data centers.
Rujul Patel, Senior VP of global publisher solutions, Amobee, concludes:
“The integrity of mobile in-app inventory, data quality and accuracy is imperative. MSTI is a positive step forward for our industry that needs to operate with transparency and accountability to guarantee an optimal way to reach consumers on mobile.”