78% of CTV apps across Roku, Amazon Fire TV, Samsung Smart TV and Apple TV use SSAI for open programmatic advertising, according to Pixalate’s data; IVT on non-transparent SSAI is 93% higher than on transparent SSAI
LONDON, UK, 17 January 2024 -- Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the H2 2023 Server-Side Ad Insertion (SSAI) benchmark report, analyzing the state of SSAI implementation across top Connected TV (CTV) platforms. SSAI is a programmatic advertising feature combining ads and content into a single stream to provide a broadcast TV-like experience without buffering.
Pixalate’s latest research found that invalid traffic (IVT) rates, including ad fraud, are 320% higher when SSAI is used in the CTV programmatic ad supply chain. SSAI prevails in CTV programmatic advertising as 78% of apps across the Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV app stores use SSAI in connection with the sale and delivery of ads.
Key Findings: Pixalate's SSAI Report CTV Platform 2023
“Our research indicates SSAI technology has a strong presence in the CTV apps market, with 78% of apps across top CTV platforms using this technology,” said Amit Shetty, VP Product. “However, the study also found that SSAI traffic, particularly ‘non-transparent’ SSAI, is significantly more likely to be associated with invalid traffic (IVT), including ad fraud.”
The report includes data on SSAI usage across Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV, as well as top SSAI proxy servers and transparency rates by region.
Download a free copy of the report today:
About Pixalate
Pixalate is a global market-leading ad fraud protection, privacy, and compliance analytics platform. Pixalate works 24/7 to guard your reputation and grow your media value by offering the only system of coordinated solutions across display, app, video, and CTV for the detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. www.pixalate.com
Disclaimer
The content of this press release, and the SSAI Benchmark Report (the “Report”), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. 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 programmatic advertising activity across mobile apps in the time period studied.
