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


85% of CTV apps across Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV use SSAI for open programmatic advertising, a 9% increase since H2 2023, according to Pixalate’s data; Invalid traffic (IVT), including ad fraud on non-transparent SSAI is 20% higher than on transparent SSAI

LONDON, July 03, 2024 (GLOBE NEWSWIRE) — 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)

  1. Google AdExchange
  2. BeachFront
  3. Kargo Global, Inc

Amazon Fire TV (Global)

  1. PulsePoint
  2. AdsWizz
  3. OpenX

Samsung Smart TV (Global)

  1. Kargo Global, Inc
  2. OpenX
  3. 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


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.

CONTACT: Nina Talcott Pixalate Inc. [email protected] 

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