Pixalate Releases UK Publisher Trust Index for October 2025, Highlighting Quality in Programmatic Advertising
Pixalate, a leading platform for ad fraud protection, privacy, and compliance analytics, has released its United Kingdom (U.K.) October 2025 Publisher Trust Index (PTI). This index ranks mobile apps (Apple App Store, Google Play Store), websites, and Connected TV (CTV) platforms (Roku, Samsung Smart TV, Amazon Fire TV, and Apple TV) based on the quality of their open programmatic advertising traffic. The PTI aims to bring transparency to the programmatic advertising ecosystem by providing a method for assessing publisher quality. In addition to the UK report, Pixalate also released Publisher Trust Indexes for the United States (U.S.), Germany, Japan, and Brazil.
Key Takeaways:
- The Publisher Trust Index (PTI) offers a monthly ranking of apps and websites to enhance transparency in programmatic advertising.
- Rankings are based on key quality metrics, including ad fraud (IVT), MFA risk, brand safety, viewability, and reach.
- The report analyzes data from over 28 billion ad impressions across millions of apps and websites.
- The PTI covers over 235 countries and is categorized by IAB taxonomy.
- Pixalate’s methodology is based on the Media Rating Terminal (MRT), including Bundle ID Verification and Ad Fraud Risk Ratings.
UK Mobile, Web, and CTV Rankings
The October 2025 UK Mobile PTI rankings for the Apple App Store highlight Vita Mahjong, Sudoku.com – Number Games, and Jigsawscapes® – Jigsaw Puzzles as top-ranked apps. For the Google Play Store, Block Away – Tap Out Puzzle, Met Office Weather Forecast, and MyFitnessPal: Calorie Counter lead the rankings.
In the UK Web PTI rankings, telegraph.co.uk, spotify.com, and independent.co.uk are recognized for their high-quality programmatic advertising traffic. These websites demonstrate strong performance across various quality metrics, making them reliable options for advertisers.
The UK CTV PTI rankings showcase the top platforms within the Roku, Samsung Smart TV, Amazon Fire TV, and Apple TV ecosystems. For Roku, Plex – Free Movies & TV, Fawesome Clips, and Crackle stand out. On Samsung Smart TV, Western Mania, WeatherNation, and Pluto TV are ranked highest. HBO Max, Dove Channel, and FilmRise Sci-Fi lead the Amazon Fire TV rankings, while Plex: Watch Live TV and Movies, Tubi: Movies & Live TV, and We TV top the charts for Apple TV.
Methodology and Data Analysis
Pixalate’s data science team analyzed over 28 billion global open programmatic ad impressions from over 17 million mobile apps, CTV apps, and websites during October 2025 to compile the report. The Publisher Trust Index employs proprietary algorithms to evaluate quality metrics such as invalid traffic (IVT, or ad fraud), Made For Advertising (MFA) risk, brand safety, ad density, viewability, and reach. These metrics are crucial for advertisers seeking to ensure the effectiveness and integrity of their campaigns.
The Publisher Trust Index covers rankings for over 235 countries across four global regions: North America, EMEA, APAC, and LATAM. Additionally, the rankings are broken down by over 20 different IAB taxonomy categories, providing granular insights into various segments of the digital advertising landscape.
Media Rating Terminal (MRT)
The Publisher Trust Index is built on Pixalate’s Media Rating Terminal (MRT), which includes Bundle ID Verification, Ad Fraud Risk Ratings, Monthly Active Users (MAU), and other key metrics. This comprehensive approach provides clear, consistent rankings that help advertisers make informed decisions about where to invest their ad spend. The MRT offers valuable insights into publisher quality, enabling advertisers to target their campaigns more effectively and reduce the risk of ad fraud.
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 serves 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), underscoring its commitment to maintaining the integrity of the digital advertising landscape.
