Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released its first global Q1 2024 Sell-Side Platform (SSP) Brand Safety Risk Rankings Reports for Mobile Apps, providing a comparative analysis of SSP brand safety risk levels based on open programmatic ad traffic and mobile app coverage across apps from the Google Play Store and Apple App Store.

In addition to the global report, Pixalate also published regional reports for SSP brand safety risk rankings across North America, Asia-Pacific (APAC), Europe, the Middle East, and Africa (EMEA), and Latin America (LATAM).   

Pixalate’s data science team analyzed 5.1 million downloadable mobile apps across the Google Play and Apple App stores and 50+ billion global open programmatic advertising impressions in Q1 2024 to compile this research. Pixalate’s datasets consist predominantly of buy-side open auction programmatic traffic sources.

The reports are an analysis of SSPs that sell ads on the highest share of mobile apps that are rated by Pixalate as “high” risk for brand safety. The reports also rank SSPs based on the percentage of open programmatic ads sold on apps marked as “high,” “medium,” and “low” brand safety risk.

Pixalate assesses brand safety risk based on both the description of the app and the in-app content to assign a risk rating of high, medium, or low at an app level. Visit the Pixalate Knowledge Base to learn more about Pixalate’s brand safety risk ratings.

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Global: Top SSPs by Share of Open Programmatic Ad Traffic with ‘High’ Brand Safety Risk (Q1 2024)

1. SmartyAds LLP (53%)
2. cadent.tv (43%)
3. Acuity Ads, Inc. (39%)

Global: Top SSPs by Share of Apps with ‘High’ Brand Safety Risk (Q1 2024)

1. Opera Ads (42%)
2. Adtelligent (31%)
3. House of Pubs (28%)

North America: Top SSPs by Share of Open Programmatic Ad Traffic with ‘High’ Brand Safety Risk (Q1 2024)

1. cadent.tv (43%)
2. Index Exchange (38%)
3. Equativ (29%)

North America: Top SSPs by Share of Apps with ‘High’ Brand Safety Risk (Q1 2024)

1. Speroll (27%)
2. cadent.tv (21%)
3. LoopMe (21%)

APAC: Top SSPs by Share of Open Programmatic Ad Traffic with ‘High’ Brand Safety Risk (Q1 2024)

1. BizzClick (47%)
2. Google AdExchange (42%)
3. LoopMe (40%)

APAC: Top 3 Sellers by Share of Apps with ‘High’ Brand Safety Risk (Q1 2024)

1. LoopMe (19%)
2. InMobi, Google AdExchange, Algorix (16%)
3. Verve Group (15%)

EMEA: Top SSPs by Share of Open Programmatic Ad Traffic with ‘High’ Brand Safety Risk (Q1 2024)

1. House of Pubs (33%)
2. OpenX (25%)
3. Verve Group (23%)

EMEA: Top SSPs by Share of Apps with ‘High’ Brand Safety Risk (Q1 2024)

1. House of Pubs (43%)
2. OpenX (26%)
3. Equativ (24%)

LATAM: Top SSPs by Share of Open Programmatic Ad Traffic with ‘High’ Brand Safety Risk (Q1 2024)

1. Unity Technologies (41%)
2. Google AdExchange (32%)
3. Sharethrough (27%)

LATAM: Top SSPs by Share of Apps with ‘High’ Brand Safety Risk (Q1 2024)

1. Unity Technologies (41%)
2. Google AdExchange (32%)
3. Sharethrough (27%)

Hawn Smith, Ad Fraud Product Manager said,

“With the proliferation of mobile apps it can be challenging for brands to control for brand safety, especially in open programmatic advertising campaigns,”
“These reports help buyers by providing more visibility into the risk levels they face when working with specific SSPs so they can minimize unwanted exposure to content that does not align with their brand goals.”

About Pixalate

Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT). pixalate.com

Disclaimer

The content of this press release, and the Mobile Sell-Side Platform Brand Safety Risk Reports (the “Reports”), reflect Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees.
Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to the time period studied.

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