SELLER TRUST INDEX AUGUST 2017

THE PIXALATE SELLER TRUST INDEX, AUGUST 2017 ©2017 PIXALATE, INC. 1 The Quality Ratings StandardFor Programmatic Advertising

SELLER TRUST INDEXAUGUST 2017

POWERED BY PIXALATE MEDIA RATING TERMINAL


ABOUTThe monthly Pixalate Seller Trust Indexes rank the relative quality of programmatic advertising sellers based on Pixalate’s proprietary technology that analyzes more than 100 billion monthly impressions.

Global Seller Trust Index (GSTI): The GSTI ratings are based on an analysis of reach, network, masking, invalid traffic by type (GIVT and SIVT), and ad viewability. The GSTI represents mobile and desktop web inventory.

Mobile Seller Trust Index (MSTI): The MSTI ratings are based on an analysis of reach, invalid traffic by type, location, and transparency. The MSTI represents mobile in-app inventory.

Video Seller Trust Index (VSTI): The VSTI ratings are based on an analysis of video player size, xGRP, xReach, and invalid traffic by type. The VSTI represents video inventory across screens and devices.

is a leading global intelligence platform and real time-fraud protection provider. Pixalate is a Media Rating Council-accredited vendor for display ad viewability and Sophisticated Invalid Traffic (SIVT) detection and filtration for desktop and mobile web traffic. For more information, please visit www.pixalate.com.

http://www.pixalate.com


GLOBAL SELLER TRUST INDEX UNITED STATES


GLOBAL SELLER TRUST INDEX | 1-10 REGION: UNITED STATES

RANK SELLER NAME FINAL SCORE REACH SCORE SIVT SCORE GIVT SCORE MASKING SCORE

VIEWABILITY SCORE

NETWORK SCORE

1 RhythmOne 96 A 99 A 85 B 98 A 99 A 99 A 99 A

2 Sovrn 95 A 97 A 89 B 97 A 99 A 94 A 90 A

3 ONE by AOL 95 A 95 A 96 A 96 A 97 A 91 A 87 A

4 OpenX 94 A 97 A 95 A 92 B 97 A 92 A 90 A

5 District M 94 A 91 B 98 A 96 A 99 A 84 B 86 A

6 PubMatic 94 A 97 A 91 B 94 A 98 A 91 A 88 A

7 Sonobi 94 A 95 A 85 B 98 A 99 A 93 A 87 A

8 Google AdExchange 94 A 99 A 95 B 85 B 97 A 94 A 96 A

9 Index Exchange 93 A 96 A 96 A 93 A 90 A 91 A 88 A

10 AppNexus 93 A 90 B 92 B 99 A 98 A 69 B 85 B




VIEWABILITY SCORE

NETWORK SCORE

11 PulsePoint 93 A 95 A 85 B 93 A 98 A 89 A 88 A

12 Switch Concepts Limited 93 A 92 B 84 B 97 A 98 A 97 A 85 B

13 Technorati 92 A 92 B 83 B 98 A 99 A 89 A 85 B

14 bRealTime 92 A 91 B 95 B 92 B 98 A 85 B 85 B

15 Rubicon Project 92 A 96 A 89 B 90 B 93 A 95 A 90 A

16 COMET (Cox Media Technology) 91 A 91 B 87 B 92 B 98 A 89 A 85 B

17 Native Ads 91 A 91 B 81 B 95 A 97 A 89 A 85 B

18 33Across 91 A 85 B 97 A 94 A 97 A 72 B 83 B

19 SpringServe 90 A 85 B 96 A 93 A 95 A 75 B 84 B

20 Underdog Media 90 A 77 B 91 B 98 A 97 A 92 A 85 B




VIEWABILITY SCORE

NETWORK SCORE

21 SNT Media 90 B 84 B 96 A 93 A 95 A 88 B 76 B

22 Smart AdServer 89 B 91 B 91 B 84 B 97 A 86 B 85 B

23 Centro Brand Exchange 89 B 90 B 85 B 85 B 98 A 99 A 86 A

24 Barons Media, Inc. 88 B 92 B 82 B 95 A 99 A 20 C 86 A

25 TripleLift Inc. 88 B 89 B 95 A 91 B 98 A 20 C 85 B

26 Inuvo 87 B 78 B 98 A 90 B 96 A 78 B 76 B

27 LiveIntent 87 B 88 B 99 A 85 B 98 A 20 C 85 B

28 MADS 87 B 79 B 96 A 86 B 98 A 91 A 75 B

29 e-Planning 87 B 80 B 88 B 89 B 94 A 93 A 81 B

30 RealVu Inc. 87 B 72 B 97 A 93 B 95 A 86 B 74 B




VIEWABILITY SCORE

NETWORK SCORE

31 Kiosked 86 B 80 B 71 B 99 A 92 A 90 A 85 B

32 Zedo Inc. 86 B 79 B 88 B 91 B 93 A 91 A 75 B

33 Gourmet Ads 86 B 70 B 98 A 84 B 98 A 98 A 85 B

34 GiftConnect Inc. 83 B 81 B 84 B 83 B 94 A 76 B 73 B

35 Kumma DP LTD 82 B 78 B 86 B 83 B 97 A 60 C 73 B

36 Advertise.com 82 B 65 B 90 B 98 A 72 B 83 B 75 B

37 Brightcom 82 B 64 B 85 B 94 A 97 A 64 C 71 B

38 Sortable 81 B 80 B 81 B 80 B 95 A 72 B 73 B

39 152 Media LLC 81 B 82 B 79 B 78 B 97 A 62 C 73 B

40 playbuzz Ltd. 80 B 66 B 97 A 85 B 84 B 76 B 71 B




VIEWABILITY SCORE

NETWORK SCORE

41 Engage:BDR 80 B 71 B 92 B 85 B 81 B 79 B 70 B

42 Proper Media LLC 79 B 75 B 82 B 79 B 83 B 86 B 73 B

43 Yellowhammer Media 79 B 77 B 79 B 77 B 89 B 77 B 71 B

44 Microsoft Advertising Exchange 77 B 75 B 98 A 96 A 28 D 63 C 70 B

45 Cignal.io 76 B 90 B 70 B 70 B 79 B 20 C 86 A

46 AdSpace 75 B 87 B 71 B 70 B 79 B 20 C 85 B

47 Must Mobile 75 B 88 B 69 B 70 B 79 B 20 C 85 B

48 GDM Group 75 B 88 B 70 B 70 B 79 B 20 C 85 B

49 Somoto 74 B 86 B 70 B 70 B 79 B 20 C 82 B

50 495 Communications Inc. 74 B 86 B 71 B 70 B 79 B 20 C 81 B


GLOBAL SELLER TRUST INDEX INTERNATIONAL (NON-US)


GLOBAL SELLER TRUST INDEX | 1-10 REGION: INTERNATIONAL (NON-US)


VIEWABILITY SCORE

NETWORK SCORE

1 Google AdExchange 99 A 99 A 99 A 98 A 98 A 94 A 99 A

2 RhythmOne 97 A 97 A 96 B 99 A 98 A 95 A 91 A

3 OpenX 96 A 95 A 98 A 99 A 98 A 91 A 87 A

4 PubMatic 96 A 95 A 97 A 99 A 97 A 91 A 86 A

5 Sovrn 96 A 94 A 96 A 99 A 98 A 92 A 86 A

6 PulsePoint 96 A 94 A 97 A 99 A 98 A 91 A 86 A

7 ONE by AOL 96 A 94 A 98 A 99 A 97 A 90 A 85 B

8 Sonobi 95 A 92 B 96 B 99 A 98 A 94 A 86 A

9 Index Exchange 95 A 94 A 97 A 99 A 95 A 91 A 86 A

10 District M 95 A 91 B 99 A 99 A 98 A 86 B 85 B




VIEWABILITY SCORE

NETWORK SCORE

11 Rubicon Project 95 A 96 A 97 A 99 A 84 B 95 A 89 A

12 Gourmet Ads 95 A 88 B 98 A 99 A 98 A 99 A 85 B

13 Adscale GmbH 95 A 88 B 99 A 99 A 98 A 95 A 85 B

14 bRealTime 94 A 90 B 98 A 99 A 97 A 86 B 85 B

15 Smart AdServer 94 A 88 B 98 A 99 A 98 A 91 A 85 B

16 Switch Concepts Limited 94 A 91 B 93 B 99 A 97 A 92 A 85 B

17 Technorati 94 A 88 B 97 A 99 A 97 A 86 B 85 B

18 e-Planning 93 A 86 B 99 A 99 A 95 A 91 A 85 B

19 COMET (Cox Media Technology) 93 A 88 B 95 B 99 A 97 A 89 A 85 B

20 AppNexus 93 A 88 B 96 A 99 A 98 A 65 C 85 B




VIEWABILITY SCORE

NETWORK SCORE

21 Underdog Media 92 A 83 B 97 A 99 A 96 A 90 A 85 B

22 WideOrbit 92 A 83 B 98 A 99 A 96 A 88 A 78 B

23 MADS 92 A 82 B 99 A 99 A 92 A 89 A 85 B

24 Barons Media, Inc. 91 A 91 B 96 B 99 A 99 A 20 C 85 B

25 Kiosked 91 A 86 B 96 B 99 A 84 B 90 A 85 B

26 TripleLift Inc. 90 A 88 B 98 A 99 A 93 A 20 C 85 B

27 Netpoint Media GmbH 89 B 80 B 97 A 97 A 89 B 72 B 85 B

28 Centro Brand Exchange 89 B 87 B 87 B 87 B 96 A 95 A 85 B

29 orbyd GmbH 88 B 84 B 91 B 90 B 88 B 88 A 82 B

30 Yieldlab AG 88 B 89 B 98 A 97 A 56 C 92 A 85 B


MOBILE SELLER TRUST INDEX


MOBILE SELLER TRUST INDEX | 1-10

RANK SELLER NAME FINAL SCORE REACH SCORE SIVT SCORE GIVT SCORE TRANSPARENCY SCORE

LOCATION SCORE

1 AdColony 87 A 86 A 85 A 93 A 85 A 98 A

2 ONE by AOL 85 A 94 A 83 B 93 A 73 B 78 B

3 Sparc Media Pty Ltd 84 B 75 B 98 A 95 A 88 A 67 C

4 InMobi 83 B 84 B 79 B 93 A 81 B 91 A

5 ClearPier 83 B 85 A 90 A 78 B 89 A 79 B

6 Rubicon Project 83 B 93 A 77 B 87 A 73 B 79 B

7 Brightcom 83 B 78 B 92 A 80 B 87 A 92 A

8 AppNexus 82 B 88 A 85 A 94 A 54 D 93 A

9 OpenX 82 B 95 A 72 B 83 B 72 B 81 B

10 Cignal.io 81 B 82 B 91 A 81 B 79 B 76 B




LOCATION SCORE

11 bluTonic, Inc. 81 B 81 B 95 A 92 A 66 C 57 D

12 GDM Group 81 B 83 B 88 A 78 B 84 B 71 B

13 SoMo Audience 81 B 73 B 86 A 84 B 84 B 86 A

14 MindAd Media Ltd 81 B 82 B 92 A 90 A 87 A 28 F

15 PulsePoint 81 B 83 B 76 B 77 B 81 B 91 A

16 MoPub Inc. 81 B 91 A 83 B 80 B 67 C 67 C

17 Vodel Media 81 B 72 B 93 A 85 A 92 A 69 C

18 Widespace 80 B 82 B 94 A 86 A 91 A 32 F

19 Feature Forward Ltd. 80 B 71 B 93 A 89 A 86 A 59 D

20 Adsiduous Media 80 B 80 B 90 A 81 B 73 B 78 B




LOCATION SCORE

21 Native Ads 80 B 85 A 80 B 77 B 64 C 97 A

22 Inneractive LTD 80 B 86 A 73 B 92 A 75 B 78 B

23 ironSource 80 B 83 B 87 A 82 B 85 A 51 D

24 Smaato Inc. 79 B 90 A 81 B 81 B 54 D 74 B

25 Google AdExchange 79 B 94 A 78 B 79 B 52 D 76 B

26 The Media Street 79 B 77 B 90 A 87 A 86 A 41 D

27 GroundTruth 78 B 93 A 70 B 79 B 68 C 72 B

28 AerServ LLC 78 B 86 A 68 C 80 B 76 B 86 A

29 nRoll 78 B 76 B 89 A 80 B 83 B 58 D

30 Fyber 77 B 84 B 87 A 78 B 77 B 41 D


VIDEO SELLER TRUST INDEX UNITED STATES


VIDEO SELLER TRUST INDEX | 1-10 REGION: UNITED STATES

RANK SELLER NAME FINAL SCORE SIVT SCORE GIVT SCORE xGRP SCORE xREACH SCORE ENGAGEMENT SCORE

PLAYER SIZE SCORE

1 Tremor Video Inc. 86 A 90 A 96 A 86 A 86 A 51 D 90 A

2 SpotX 85 A 83 B 92 A 92 A 91 A 75 B 70 B

3 PulsePoint 85 A 91 A 94 A 85 A 86 A 51 D 84 B

4 PubMatic 84 B 85 A 96 A 84 B 83 B 85 A 63 C

5 Teads 83 B 91 A 98 A 67 C 74 B 86 A 76 B

6 FreeWheel 81 B 76 B 98 A 83 B 79 B 68 C 77 B

7 BrightRoll Exchange 81 B 76 B 96 A 85 A 87 A 50 D 79 B

8 LKQD 81 B 80 B 98 A 85 A 80 B 60 C 67 C

9 Ooyala 80 B 80 B 93 A 84 B 81 B 72 B 57 D

10 Inneractive LTD 80 B 95 A 97 A 84 B 70 B 73 B 34 F


VIDEO SELLER TRUST INDEX | 11-20 REGION: UNITED STATES


PLAYER SIZE SCORE

11 Zephyr Digital 79 B 92 A 96 A 56 D 54 D 93 A 89 A

12 OpenX 78 B 82 B 98 A 60 C 63 C 88 A 80 B

13 Media 122 78 B 77 B 96 A 75 B 73 B 79 B 62 C

14 Tersertude Ltd 78 B 83 B 87 A 84 B 62 C 85 A 65 C

15 Yamaka Media Group Ltd 78 B 86 A 88 A 75 B 69 C 79 B 60 C

16 Centro Brand Exchange 78 B 65 C 98 A 76 B 75 B 52 D 98 A

17 ONE by AOL 77 B 77 B 97 A 70 B 75 B 52 D 78 B

18 VideoMize 77 B 81 B 86 A 74 B 65 C 80 B 76 B

19 Brightcom 77 B 75 B 96 A 84 B 82 B 59 D 37 F

20 Vidstart 76 B 77 B 89 A 79 B 79 B 70 B 49 D


VIDEO SELLER TRUST INDEX INTERNATIONAL (NON-US)


VIDEO SELLER TRUST INDEX | 1-10 REGION: INTERNATIONAL (NON-US)


PLAYER SIZE SCORE

1 Teads 87 A 90 A 98 A 74 B 83 B 87 A 87 A

2 SpotX 86 A 87 A 97 A 83 B 79 B 83 B 82 B

3 Google AdExchange 85 A 92 A 95 A 80 B 84 B 74 B 75 B

4 Rubicon Project 84 B 72 B 97 A 85 A 84 B 84 B 86 A

5 Ooyala 84 B 82 B 94 A 85 A 84 B 83 B 68 C

6 Adman Media 84 B 96 A 98 A 62 C 68 C 85 A 91 A

7 Publicidad.net 82 B 93 A 96 A 62 C 63 C 86 A 95 A

8 PubMatic 81 B 82 B 97 A 72 B 79 B 85 A 63 C

9 PulsePoint 79 B 81 B 93 A 64 C 68 C 85 A 83 B

10 LKQD 78 B 72 B 94 A 84 B 71 B 74 B 69 C


VIDEO SELLER TRUST INDEX | 11-20 REGION: INTERNATIONAL (NON-US)


PLAYER SIZE SCORE

11 Aunia 77 B 80 B 82 B 74 B 74 B 72 B 81 B

12 Yamaka Media Group Ltd 76 B 81 B 87 A 74 B 64 C 71 B 74 B

13 SelectMedia 76 B 78 B 93 A 66 C 75 B 80 B 48 D

14 RTB Demand 76 B 81 B 88 A 67 C 69 C 76 B 67 C

15 Brightcom 76 B 84 B 97 A 65 C 68 C 73 B 47 D

16 Zippor Ltd. 75 B 75 B 87 A 81 B 83 B 62 C 45 D

17 Tersertude Ltd 75 B 73 B 95 A 87 A 77 B 71 B 25 F

18 nRoll 74 B 76 B 82 B 69 C 69 C 74 B 73 B

19 Wiseroll 74 B 69 C 88 A 76 B 77 B 77 B 42 D

20 evania GmbH 73 B 69 C 95 A 61 C 62 C 63 C 89 A


GLOSSARY

REACH SCORE: Based on the percentage of total internet users available on the seller’s platform

GENERAL INVALID TRAFFIC SCORE (GIVT): As defined by the Media Rating Council (MRC) guidelines, such as data-center traffic, bots, and spiders or other crawlers masquerading as legitimate users. GIVT is generally more deterministic in nature.

SOPHISTICATED INVALID TRAFFIC SCORE (SIVT): As defined by the MRC guidelines, such as hijacked devices, URL spoofing, or falsely represented impressions. SIVT is generally more probabilistic in nature.

TRANSPARENCY SCORE: Availability of device and user infor-mation. For example, a seller with a high device identifica-tion percentage will score high on this scale.

NETWORK SCORE: Based on domain quality represented by sellers on open exchanges. For example, a seller with high-quality domains, who is rated among the top sellers for those domains, will get a high score.

MASKING SCORE: Based on the amount of programmatic inventory misrepresented as a different domain.

VIEWABILITY SCORE: The measure of impressions classified as viewable, per the MRC-defined standard.

LOCATION SCORE: Availability and precision of location data. A seller with accurate location information will score high on this scale.

ENGAGEMENT SCORE: Based on user interaction with video content as measured by CTR and other relevant user ses-sion data.

PLAYER SCORE: Based on the percentage of Large Player (480x320 and higher), Mid Player (from 301x251 to 479x319), and Small Player (300x250 and smaller) video content optimized for device and screen size, using the industry standard sizes for each player class.

GROSS RATING POINTS SCORE (GRP): The traditional audience measurement for broadcast media, which is gaining traction in digital. Pixalate’s xGRP formula modernizes the metric by capturing the potential of an advertisement to reach the largest possible volume of users distributed by device via a given programmatic seller.

All metrics are normalized to a range from 0 to 99 where the higher score indicates better quality and the least risk.


FAQ

HOW DOES A SELLER GET RANKED? Pixalate analyzes data gathered from billions of program-matic advertising transactions. Sellers identified by this data are scored in each category, and if enough data exists, they are ranked against other platforms.

WHERE DO YOU GET YOUR DATA? Pixalate collects advertising data from multiple sources across the entire advertising stack, including everyone from ad agencies and DSPs, to SSPs, exchanges, and publishers.

ARE THE SOURCES PROVIDING THE DATA ALL YOUR CLIENTS?Many of our clients deploy our data analytics solution in order to gain valuable insights about the advertising oppor-tunities and impressions trafficked by them or to them. While individual client data is restricted for use to that customer only, the data in aggregate helps to create our ratings.

EVERYONE KNOWS THAT A GIVEN SELLER HAS MORE FRAUD THAN US, BUT THEY ARE RANKED HIGHER. HOW? Unfortunately, not all definitions and measurements of ad fraud are created equal. Company reputations may also be prone to hearsay and commentary. Pixalate works with other companies in the industry and participates with

the IAB and MRC to move toward and employ a rigorous common definition of invalid traffic. As standards and mea-surement are still evolving, though, Pixalate may simply measure invalid traffic differently than another source. We’ve learned a lot from our data over time, and have made corrections where we’ve been wrong. As a result, we believe our measurements are as solid as you will find in the business.

HOW DOES PIXALATE DEAL WITH ARBITRAGERS? In our experience, arbitrage as a business model in program-matic advertising invites ad fraud. Low scores for viewability, domain masking, GIVT, and SIVT will track most arbitragers. Additionally, we expect to add arbitrage as a dimension to our indexes at some point in the future.

HOW DO WE INCREASE OUR SCORE? The score is a blend of positive inputs such as volume of unique users, domains, apps, and large player sizes, and negative inputs such as suspicious web traffic, data center IP addresses, and low viewability. Your score may be increased by improving your positives by adding more unique inven-tory and traffic sources and by lowering your negatives - preventing ad fraud and improving ad viewability.



FAQ

ARE THESE SCORES WEIGHTED? Yes. Each metric contributing to a Final Score carries a specific weight. The unique scoring algorithm is machine-learning tested to ensure that a seller’s score is fairly and consistently represented.

WHY IS PIXALATE ADDING A VIDEO INDEX? Advertising dollars, and along with them, advertising fraud, are moving into video at a rapid rate. Recent eMarketer projections called for US digital ad spend to reach $72.09 billion in 2016 (36.8% of total media ad spend) - ahead of TV’s $71.29 billion (36.4%). Video ad spending continues to grow by double-digit percentages (to $10.3B), and its share of total digital spending is projected to climb to over 15% in 2017.

The VSTI is a revolutionary index that tracks the movement of video advertising spend from traditional direct chan-nels to programmatic sellers using RTB and PMPs, helping fight the battle of video ad fraud. It provides an accurate, 360-degree view of the supply chain on every seller, so advertisers and investors can partner with the most trusted sellers and exchanges.

WHY ARE YOU MEASURING GRP THIS WAY? GRP has been most frequently associated with individual broadcast and cable television programs, each accessible via a specific channel. Domains, apps, short form online videos, and browser-based or streamed video program-ming is accessible via multiple channels - by platform, source, device, and screen. Programmatic video sellers each have a share of the full audience for the domains, apps, and video programming they reach. Assigning GRP to these platforms is a great start to providing adver-tisers and ad buyers meaningful information. We expect to extend it to the more granular components, including domains, apps, app videos.



DISCLAIMER Pixalate’s Seller Trust Indexes present ratings and rankings of programmatic advertising firms according to a number of categories. The categories reflect Pixalate’s opinions with respect to the factors that Pixalate believes will be useful to purchasers of media inventory in making their purchasing decisions, and that will be of value to the advertising firms themselves. The scores or ratings in each category

reflect Pixalate’s opinions regarding the performance of each company with respect to a particular category. The rankings reflect Pixalate’s opinions regarding the relative performance of each firm with respect to the categories. Pixalate’s opinions are just that – opinions, not facts or guarantees – but they are grounded in its proprietary technology and analytics, which Pixalate is continuously evaluating and updating.

“The index seems likely, in any case, to set off a bomb in the often shrouded industry. Once its more widely known, its going to have an impact on sales, it’s going to be very helpful for buyers.”

- IDC Analyst Karsten Weide

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SELLER TRUST INDEX AUGUST 2017

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