Index Exchange Scores 99.3% on Moat’s Human Traffic Scale
NEW YORK – – Index Exchange, the principled exchange for publishers, today announced it has partnered with Moat, the independent SaaS analytics firm focused on making brand advertising more effective for marketers, agencies, and premium publishers. With access to Moat’s industry leading Attention Analytics for ad viewability, publishers using Index Exchange now have access to the highest levels of viewability, performance, and ROI for digital ad campaigns.
Moat’s Non-Human Traffic (NHT) Analytics product determined that Index Exchange’s inventory has averaged 99.3% human since Moat began measuring it, which is among the highest in the industry. The product launched earlier this year, and allows publishers and advertisers the ability to analyze web traffic and ad views with greater precision than ever before.
“We are always looking for ways to improve our publishers’ experiences, and adding in Moat’s layer of viewability and traffic analytics certainly helps us achieve that goal,” said Andrew Casale, CEO of Index Exchange. “We’re also really excited that our very first outing on Moat’s human traffic scale vindicates what we’ve been saying all along, which is that we are far and away the most human SSP on the market.”
Moat’s NHT Analytics product provides specific metrics in context for non-human traffic signals such as Automated Browser, Incongruous Browser, Data Center Traffic, and Spider rates. It also provides a clear picture of other diagnostics via its Traffic Pattern Analytics – that may encourage deeper dives on challenges around Proxy Rate, Non-US Traffic, and Outdated Browsers, among others. With greater clarity, publishers and advertisers alike have a better perspective as to how to determine the true performance of advertising programs, and make more informed decisions.
“We are excited to partner with Index Exchange and applaud their laser-focus on transparency and a better way forward for the industry,” said Jonah Goodhart, Co-Founder and CEO of Moat.
Moat is a New York-based SaaS analytics company focused on building products for brand advertisers and premium publishers. Their offerings include Moat Analytics, an attention measurement platform that provides analytics and insights on ad campaigns and website inventory for publishers and advertisers, and Moat Pro, a real-time ad intelligence platform for marketers, publishers, and agencies. Moat is the first company to be accredited by the Media Rating Council (MRC) for its measurement of viewable ad impressions in both online display and video. The company was founded by Jonah Goodhart, Noah Goodhart and Michael Walrath. The serial entrepreneurs had previously partnered together to launch Right Media, which was acquired by Yahoo! in 2007. For more information on Moat, please visit http://www.moat.com.
About Index Exchange
Index Exchange (www.indexexchange.com) provides a neutral, transparent exchange layer that enables leading publishers and suppliers to sell their ad impressions in real-time. Formerly known as Casale Media, Index equips enterprise-level sellers with custom-architected solutions, fully transparent sell-side management technology, and access to the latest in technical knowhow for programmatic demand while still ensuring the highest in brand-safe creative standards by ensuring humans-level review for all proposed campaigns.