Pixalate Releases Q1 2026 CTV Seller Trust Index 2.0: 4.1% of CTV Inventory Is Resold Through Arbitrage, Lowest of Any Channel; Google AdExchange Top-Ranked 'Direct' Seller in the US

Why It Matters

The low arbitrage rate signals a maturing CTV supply chain, reducing price distortion for advertisers. Identifying the most trustworthy sellers lets brands allocate spend efficiently and curb fraud exposure.

Key Takeaways

• Google AdExchange leads CTV trust rankings across all platforms
• Only 4.1% of US CTV inventory is resold, lowest among channels
• Arbitrage presence fell on Fire TV, Samsung, Roku versus Q4 2025
• Invalid traffic rates remain low for top sellers, under 1% GIVT
• Pixalate’s STI 2.0 provides free quarterly benchmark for advertisers

Pulse Analysis

Connected TV continues its rapid ascent as a core channel for premium video advertising, yet the fragmented supply chain has long posed challenges for brand safety and pricing transparency. Pixalate’s Seller Trust Index 2.0 offers a data‑driven snapshot of that ecosystem, measuring not only how many impressions flow through authorized‑direct paths but also the prevalence of arbitrage and invalid traffic. By publishing these metrics openly, Pixalate equips advertisers, agencies, and media buyers with a common reference point to compare sellers across the major CTV platforms.

The index’s headline finding—a mere 4.1% of U.S. CTV inventory sold through resellers—marks a significant contraction from the 20%‑plus arbitrage rates seen on web and mobile. This decline is most pronounced on Amazon Fire TV (down to 14% of SSPs classified as arbitrageurs), Samsung TV (9%) and Roku (7%). Such a shift suggests that more publishers are securing direct deals, which can tighten inventory pricing and improve forecast accuracy. Google AdExchange’s consistent top‑rank across Roku, Fire TV, Apple TV, Samsung and LG underscores its ability to maintain authorized‑direct pathways and low fraud exposure, reinforcing its position as a preferred gateway for brand‑safe CTV spend.

Beyond arbitrage, the STI 2.0 highlights that leading sellers keep sophisticated invalid‑traffic (SIVT) and general invalid‑traffic (GIVT) ratios at single‑digit levels, often below 1%. For advertisers, these figures translate into higher viewability, better ROI, and reduced risk of wasted spend on bots or fraudulent bundle IDs. As the CTV market matures, quarterly updates from Pixalate will become a strategic tool for negotiating rates, vetting partners, and shaping programmatic buying strategies that prioritize both efficiency and brand protection.