Google AdExchange, Rubicon Project and PubMatic have ranked among the top 10 performers for the sale of programmatic advertising, according to new research.
Pixalate, a programmatic analytics platform, released its latest Global Seller Trust Index, announcing the top 20 rated sellers in the industry.
The company analysed over 100 billion monthly impressions and delivered the ratings based upon inventory quality and ad performance, along with classic reach ranking.
Jalal Nasir, founder and chief executive of Pixalate, said: “We are pleased to announce the Global Seller Trust Index today as a significant step forward for our industry.
“Trust is fundamental to the success of this market, and that calls for evaluation of sellers based on quality measures that go beyond traditional reach metrics.”
Google AdExchange came first with an overall score of 95 followed by OpenX in second place with 92.
John Murphy, vice president, marketplace quality, OpenX commented: “The quality of inventory in the OpenX Ad Exchange is one of our defining attributes.
“We’re constantly researching new avenues of quality control. Pixalate’s new index emphasises the increasing importance to the industry of quality supply to maintain a truly efficient market making system,” he added.
Rubicon Project, Centro Brand Exchange and Q1Media followed in third, fourth and fifth place respectively.
Yahoo found itself at number 38 but its recent $640m acquisition of video programmatic company Brightroll suggests the company is looking to improve its perception in the market.
The complete top 20 can be seen below: