Pixalate’s Global Server-Side Ad Insertion (SSAI) Benchmark Report for Connected TV

Key Findings:

SSAI is used by 70% of CTV apps (with ads) on Roku, Apple TV, Samsung and Amazon Fire TV devices;

Apple TV had the highest share of voice, as 85% of Apple TV apps with ads use SSAI

SSAI traffic had 110% higher IVT rates, including ad fraud, compared to non-SSAI traffic

Latin America had the highest rate of transparent SSAI, at 36%, followed by North America (12%) and EMEA (5%)

Amazon (AWS) is the most-used SSAI proxy server across all regions, accounting for 44% share of voice on North American SSAI traffic

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Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary 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 - opinion, not facts or guarantees.

Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”

Server-Side Ad Insertion (SSAI) Report - CTV

Key Findings:

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