Pixalate’s Global Q1 2024 Server-Side Ad Insertion (SSAI) Benchmark Report for Connected TV (CTV): SSAI Ad Fraud Rates Are 140% Higher Than Non-SSAI Traffic
2024年7月4日 - 5:19AM
Pixalate, the global market-leading ad fraud protection, privacy,
and compliance analytics platform, today released the Q1 2024
Global Server-Side Ad Insertion (SSAI) in CTV Advertising 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 holds MRC Accreditation for
Sophisticated Invalid Traffic (SIVT) detection and filtration
across desktop, mobile web, mobile in-app, and connected TV (CTV)
environments, including across (12) distinct
server-side-ad-insertion (SSAI) measurement metrics.
Pixalate’s data science team analyzed 3+ billion open
programmatic CTV ad impressions in Q1 2024 to compile this
research. The report includes data on SSAI usage across apps from
the Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV app
stores, as well as the top SSAI proxy servers and SSAI transparency
rates by global region, including North America, Europe, the Middle
East, and Africa (EMEA), and Latin America (LATAM).
Key Findings: Pixalate's SSAI Report CTV Platform Q1
2024
- 85% of apps use SSAI for open
programmatic advertising, up 9% (from 78%) in H2 2023
- 140% higher IVT rates, including ad
fraud, when SSAI is used in the CTV open programmatic ad supply
chain in Q1 2024
- IVT on non-transparent SSAI is 20% higher than on
transparent SSAI
- SSAI transparency dropped by at least 50% in each global
region
- North America: 13% SSAI transparency rate, down from 31% in H2
2023
- LATAM: 12% SSAI transparency rate, down from 30%
- EMEA: 9% SSAI transparency rate, down from 18%
- Apple TV Store had the highest percentage
of apps using SSAI, at 90%
- Roku (87%)
- Amazon Fire TV (77%)
- Samsung Smart TV (76%)
- Amazon (AWS) is the most used SSAI proxy server across all
regions, followed by Google Cloud in LATAM and EMEA,
and Nubes LLC in North America.
Top CTV Supply-Side Platforms (SSPs) by SSAI
Transparency Score in Q1 2024Roku
(Global)
- Google AdExchange
- BeachFront
- Kargo Global, Inc
Amazon Fire TV (Global)
- PulsePoint
- AdsWizz
- OpenX
Samsung Smart TV (Global)
- Kargo Global, Inc
- OpenX
- Sharethrough
“Our research indicates that as SSAI adoption across CTV
platforms continues to increase, ad fraud risks associated with
SSAI remain high,” said Hawn Smith, Ad Fraud Product Manager. “Our
research also revealed a significant decline in SSAI transparency
rates across North America, EMEA, and LATAM, highlighting a
deviation from the IAB Tech Lab’s VAST 4.x standards that emphasize
transparency and fraud prevention when utilizing SSAI.”
Download Pixalate’s Q1 2024 SSAI in CTV Advertising
Benchmark Report today.
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 SSAI Benchmark Report
(the “Report”), reflects 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.
Nina Talcott
Pixalate Inc.
ntalcott@pixalate.com